Mental health not for profit Smiling Mind has appointed Communications Collective to develop and manage a national mental health awareness campaign, in collaboration with M&C Saatchi, OMD and Hatch Media that will run during Mental Health Awareness Month in October.

Smiling Mind is a not-for-profit that develops preventive online mental health and wellbeing programs for individuals, workplaces and primary and secondary schools. Mindfulness meditation helps you regulate emotions, direct and sustain attention, become less reactive and feel more connected to those around you.

The campaign has kicked off with a mass mindfulness meditation event on October 7. More than 100 people gathered in City of Melbourne’s Birrarung Marr Park for an early morning meditation to launch the national mental health awareness campaign, hosted by mental health charity Smiling Mind ambassador and leading psychologist Dr Michael Carr-Gregg with Co-founder Jane Martino and CEO Dr Addie Wootten.

The campaign’s message ‘Close Your Eyes to Open Your Mind’ will run across this fully integrated campaign encompassing traditional media, content marketing, social influencers and paid media to help spread the message to create a mindful movement.
People will be encouraged to take a smiling selfie meditating with their eyes closed and to share on social media with the hashtags #closeyoureyestoopenyourmind and #smilingmind.