AUCKLAND, Today: VML, on behalf of Health New Zealand Te Whatu Ora, has joined forces with the Mental Health Foundation to launch Top Up—a nationwide campaign helping Kiwis strengthen their mental wellbeing and support those around them.
The campaign is built on the 5 Ways to Wellbeing framework, proven to boost wellbeing for individuals, whānau, and communities. It’s about making mental health tools easy, relatable, and part of everyday life.
“Creating a strengths-based campaign that’s grounded in evidence in order to change behaviours and make a meaningful difference to New Zealanders’ wellbeing is the kind of mahi that the whole VML team care deeply about,” said Fleur Head, Managing Director at VML.
“Everyone involved in this kaupapa brought their own insights and perspectives to help shape the campaign, ensuring it reflects the communities its intended for and will deliver the positive outcomes we need. This wouldn’t be possible without them.” – Fleur Head
“We’re excited to see it grow in communities across the country, and we’re already starting to hear ‘Top Up’ become a part of people’s wellbeing language.”
The campaign is a true collaboration, developed with the Mental Health Foundation, Verian, Annique Davis, Bananaworks, and All is for All, alongside input from people with lived experience and clinical expertise.
“Everyone involved in this kaupapa brought their own insights and perspectives to help shape the campaign, ensuring it reflects the communities its intended for and will deliver the positive outcomes we need. This wouldn’t be possible without them,” says Fleur.
Top Up ties into the Government’s Mental Health Targets by strengthening prevention and early intervention. It’s expected to reach 2.6 million Kiwis annually across TV, radio, and social media, supported by $250,000 in annual community grants for grassroots wellbeing projects.
CREDITS
Production: Honeymoon Films
Director: Louis Sutherland
Photographer: Steve Boniface
Client: Health NZ | Te Whatu Ora
Partners: All is for All, Annique Davis, Bananaworks, Verian, Mental Health Foundation NZ
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