Sabre Dance

Editor News Make a Comment

AUCKLAND, Today: Newmarket-based Boyd PR is a finalist in three categories at the 2020 Sabre Awards Asia-Pacific for its work with mental health app Mentemia.

The Sabres, organised by PRovoke Media (previously known as the Holmes Report), celebrate superior achievement in branding, reputation and engagement. The campaigns were evaluated by a jury of more than 60 industry leaders.

Mentemia, which means ‘my mind’ in Italian, is a mental wellbeing app developed by All Blacks legend and long-time mental health advocate Sir John Kirwan, tech entrepreneur Adam Clark and a team of clinical experts.

Boyd PR’s campaign centred around the public launch of the app and promoting the fact it would be made available free to all New Zealanders for the duration of the Covid-19 pandemic.

The agency is a finalist in three categories for the campaign – Healthcare Providers, Product Media Relations (consumer media), and the overall Australia/New Zealand geographic category.

Mentemia marketing VP Ian Bishop said: “I’ve helped launch start-up businesses before, but I’ve never seen a media relations campaign so successfully drive awareness and engagement.

“I’ve never seen a media relations campaign so successfully drive awareness and engagement.”

“BPR’s campaign exceeded our expectations. The significant media coverage played a major part in securing the more than 65,000 downloads of the Mentemia app that we currently have and claiming top spot on the App Store and Google Play.”

Last year, Boyd PR was a finalist in the Australia/New Zealand and Sponsorship categories for its campaign Wow My Town for Mazda NZ.

MD John Boyd says the agency is very proud to be shortlisted at the Sabres once again.

“This year has been tough for everyone, but one positive is that it has really highlighted the importance of looking after your mental health.

“It was incredibly rewarding to work with Mentemia on a campaign that is genuinely helping Kiwis during this difficult time and I’m so proud of the results our team achieved.”

The winners will be announced at the virtual Sabre Awards ceremony on September 24. Watch this space.


Client: Mentemia
Agency: Boyd PR
Managing Director: John Boyd
Project Lead: Scott Kara
Account Support: Bianca Fisher

Share this Post