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NRMA Insurance has partnered with Australian music icon Julia Stone and Lifeline Australia, in a new Thinkerbell initiative, to highlight the ongoing need to support the mental health of people affected by the Black Summer wildfires.
As part of the idea, Stone created an animated bush poem, along with me.
The poem sheds light on the ongoing mental health trauma of those affected by the wildfires and aims to reassure those struggling a year after help is still available.
The poem is a response to Lifeline Australia which continues to receive more than 400 calls a day to its wildfire recovery helpline.
To illustrate Julia’s energetic poem, Thinkerbell, produced in association with Vandal and Eardrum, created a delightful video titled Invisible Fires.
Starting with an MRI, the brain changes in response to Julia’s words, to metaphorically highlight the overwhelming negative mental impact of a catastrophic natural disaster on many Australians.
“We wanted to capture the link between natural disasters and mental turmoil in a powerful and engaging way that would make people stop and notice such an important message,” says Paul Swan, executive creative reformer at Thinkerbell.
“Julia’s poignant words, combined with the video’s visual metaphor, draw attention to the fact that while the wildfires ended a year ago, for many, the invisible fires are still burning.”
The poem is the character of Stone, who has trained as a mental health counselor and volunteer as a crisis support worker, helping individuals and families with anxiety disorders.
The campaign follows a $ 2 million donation to Lifeline Australia from NRMA Insurance and RACV.
The Lifeline grant helps provide video advisory support and community resilience training in areas affected by wildfires.
“While most Australians have seen the devastation of the wildfires on their screens, as an insurer, we also see the emotional damage to our clients and their communities beyond the physical damage to homes, businesses and wildlife.” said Zara, director of content and customer engagement at IAG, says Curtis.
“This initiative is a reminder that help is still available, no one needs to suffer in silence.”
The video will be supported by public relations channels and social networks.
Credits
Client: IAG
Director de marketing: Print Smart
Director of Content and Customer Engagement: Zara Curtis
Main content and editing: Ray Mitlitzky
Social Media & Content Leader: Sinead Hoffman
Corporate Communications Manager: Claire Morgan
Client partner: Lifeline
Executive Director of Marketing and Fundraising: Lisa Ching
National Director of Communications and Public Affairs: Ina Mullin
Creativity and Public Relations: Thinkerbell
Executive Creative Problem Solver: Paul Swan
Public Relations Thinker: Natalie Duncan
Reformer Production Manager: Grant Anderson
Leading Public Relations Thinker: Taylor York
Executive Director: Margie Reed
Principal thinker: Adam Ferrer
National Chief Creative Reformer: Jim Ingram
Key repairman: Chris McMullen
Repair Head: Sesh Moodley
Gerente general: Katie Delly
Pensador: Josh Green
Main thinker: Ruth Hatch
Photo: Vandal
Director Gerente: Brenden Johnson
Creative Director: Emile Rademeyer
Lead Artist: Mick Watson
Producer: Laura Tennyson
Sound Design: Nigel Crowley
Voice: eardrum
Sound design and sound output: Ralph Van Dyck
Sound producer and actors: Jesse Williams
Written and executed by: Julia Stone
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