After garnering more than 5 million views in just four months, the depression awareness campaign Inside My Mind is relaunching, with a focus on the journey back from depression looking different for everybody and the wide range of supports available.
Using key learnings from the campaign’s initial success, WA Primary Health Alliance has taken a more targeted approach to reach the at-risk populations identified within the Midwest and Perth South regions, as part of the Australian Government National Suicide Prevention Trial
For young people in Perth South, the campaign will test new avenues such as Spotify advertising, gaming channels, and print advertising in local train stations, youth centres and sporting facilities. There will also be more expansive social media and YouTube targeting, addressing risk factors such as being a single parent or living away from home.
In the Midwest the campaign will feature regional radio, and advertising on fishing wharf fuel pumps and in licensing centres, hardware stores, sporting facilities and mine sites, for difficult to reach fishermen, FIFO workers and farmers.
The Inside My Mind depression awareness campaign created by WA Primary Health Alliance aims to reach at-risk populations with higher than average suicide rates, to help them recognise depression in themselves or others, and to direct them to the best help available for their unique needs.
The campaign documents the real stories of four Western Australians with lived experience of depression, who represent these at-risk groups. The powerful campaign videos highlight that depression, and the journey back from it, looks different for everybody, connecting viewers back to the website www.insidemymind.org.au where they can find useful information on depression and how to get help.
Inside My Mind aims to show people the variety of ways you can begin your journey back to health, showcasing the varied experiences of real people. For some people it might be getting involved in the community, building connections with family, or investing in hobbies like social sport or music, while for others it might be formal treatment pathways.
Inside My Mind participant, Cameron, said: “I think everyone, whenever they come across an issue, wants to be able to overcome it under their own steam, but sometimes we do need help, and there is nothing wrong with that.”
Suicide is the leading cause of death for Western Australians aged 15 to 44. While circumstances relating to suicide deaths are complex, according to the Australian Bureau of Statistics’ latest data, mental health conditions such as depression are currently the most common contributing factor, present in 43.9% of the 3046 suicide deaths across Australia in 2018.
This campaign forms part of two Australian Government National Suicide Prevention Trial sites, one in Perth South targeting young people age 16-24 in the Peel region, and one in the Midwest, targeting men aged 25-54 with a focus on farmers, fishers, and fly in-fly out (FIFO) workers, across the Midwest region.
To learn more about the Perth South and Midwest Suicide Prevention Trials, visit our website.