HEY BRUS
Problem
Well-being health services out of reach of men in the NT.
Objective
To create an unobtrusive conversationalist mechanism to connect men with well-being services
Consumer Proposition
The use of ‘Hey Brus’ as an inobtrusive phrasing assists men in understanding the types of stresses and directing them to the appropriate services without forcing a conversation.
Types of stress:
- Feeling overwhelmed
- Unable to stop worrying
- Sleep disturbance, tiredness
- Appetite, eating less/more
- Moody and easily irritated
- Withdrawal from social networks
Project Name
Hey Brus
Tag
Be there for you. Be there for your mate.
Target Audience
Men of the NT.
Promotion and Distribution
Cards distributed in male dominated business; owner/operators, staff, clients and can be discreetly pocketed or given to a mate and/or colleague.
Desired Consumer Response
‘I felt that someone had my back – mate, boss, colleague – without making me feel uncomfortable or judged about my situation. I didn’t feel forced to talk’.
The main aim of the design messaging is to educate men on the different types of stress without it having to be a mental health issue; financial, relationship, abuse, alcohol or other drugs etc.
Creative Solution
Design and deliver a suite of collateral, business card size, posters (toilet doors – discreet education), promotion captioned with ‘Hey Brus! on the front and a list of support agencies on the back. In addition a website, and mobile application. Other promotion material to follow. I.e., beanie, car decal, wheel cover, mud flaps.
