AUCKLAND, Today: Run Aotearoa has teamed up with the Whau Mental Health Research Foundation on a bold new appeal, setting out to raise $50,000 by World Mental Health Day on 10 October 2025.
The campaign centres on Whau’s unique focus – it’s one of the few charities solely dedicated to funding mental health research. By putting the questions front and centre, the creative highlights what makes the Foundation different.
In the ads, a question mark takes shape in everyday spaces – a therapist’s office, a café, even a park bench. The scenes spark curiosity, showing how every donation helps turn questions into life-saving answers.
“Our goal was to create something that feels both relatable and impactful,” says Laura Cibilich, Founder of Run Aotearoa. “What sets Whau apart from many other mental health charities in Aotearoa, is their focus on research, and with this concept we wanted to make that visible.”
“Our goal was to create something that feels both relatable and impactful.” – Laura Cibilich
The integrated rollout stretches across social media, digital platforms, and OOH, with street posters and billboards making the campaign hard to miss.
“Almost half of New Zealanders will experience mental illness or distress in their lifetime, and the call for impactful mental health research has never been louder,” says Sophie Morris, Head of Marketing and Fundraising, Whau Mental Health Research Foundation.
“Run understood immediately what makes Whau different from other charities – our focus on research. This campaign shows that distinction clearly, and we’re thrilled to have such a strong creative partner to help us tell our story and ultimately make sure more New Zealanders get the answers and support they deserve.”
Whau Foundation, formerly Oakley Mental Health Research Foundation, rebranded last year with Run’s help. With over 50 years of impact, its mission is clear – to power the research needed for lasting change.
- Support the cause and donate today: whaufoundation.org.nz/appeal
CREDITS
Agency: Run Aotearoa
Client: Whau Mental Health Research Foundation
Production: Thievery
Photography: Garth Badger
Props: Henric Matthiesen
Media: Momentum Group
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