Born Bred, TikTok, Mates In Construction tackle construction workers’ mental health crisis

AUCKLAND, Wednesday: Ponsonby creative agency Born Bred has launched a national 360 campaign in collaboration with TikTok and Mates In Construction to tackle New Zealand’s growing national mental health crisis.

A recent study from Mates in Construction, shows that NZ construction workers are six times more likely to take their own life than suffer a fatal accident at work.

Born Bred director/founder, Clare Winterbourn says after learning the horrifying statistics, she “felt compelled to act”.

“Growing up in Aotearoa, I understand that the construction industry is the lifeblood of this country. When construction stops, so does the nation. We recognize mental health as a significant challenge facing this industry and we are doing what we can to support the national community”

“We sought to create something truly engaging that spoke to those most at risk.”

Mates ceo Victoria McArthur said: “We are proud to be working with Born Bred on this innovative project.”

Utilising Born Bred’s roster of influential talent, Winterbourn and her team developed a hashtag challenge that connects the social media world to the real world with nationwide billboards and outdoor displays in a fun way that encourages discussion around mental health.

Born Bred head of strategy Edward Deal said: “We sought to create something truly engaging that spoke to those most at risk. To welcome TikTok on board as a supporting partner will help educate the community on practical steps they can take to support those who may be in crisis.”

Born Bred secured billboard rights across New Zealand which will see both influencer and user-generated content reach thousands around the country.

The #10secondsofcourage campaign will be one of New Zealand’s largest mental health awareness campaigns to take place across digital platforms, and will begin next week.

CREDITS

Talent: SIX60, The Inspired Unemployed, Drax Project, Paaka Davis, Jony Lee, Regan Foai, Bella Howarth, Malakai Zelezniak, Toks Fale, Simon Arblaster
Photographer: Zahn Trotter
Lead agency: Born Bred Creative
Supported by: TikTok, GOMedia