VML boosts Kiwis’ wellbeing with new ‘Top Up’ campaign 

Creative company VML has teamed up with the Mental Health Foundation to launch a national behaviour change campaign.

Inspired by the 5 Ways to Wellbeing, their work aims to help New Zealanders improve their own, their family’s and their community’s mental wellbeing.

“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,” says Fleur Head, VML’s managing director. 

“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.” 

Reflects the communities

‘Top Up’ was created with the Mental Health Foundation, Verian, Annique Davis, Bananaworks and All is for All, along with valuable 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 Head. 

The campaign supports the Government’s Mental Health Targets by boosting prevention and early intervention. It will reach up to 2.6 million Kiwis each year across TV, radio and social media.

It will be complemented by a community grants program from the Mental Health Foundation, offering $ 250,000 annually for two years to fund grassroots wellbeing initiatives.

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