Using hold music to end the wait
for mental health reform.
Australians listen to 90 million hours of hold music a year.
So we hijacked it to highlight the frustrating wait for treatment faced by millions of Aussies with mental illness.
With the help of Reuben Styles of Peking Duk, one of Australia’s top musicians, we created a library of free hold music, any business can download to help. AIA Insurance and ING Bank integrated our hold music into their hotlines, allowing our message to 5.8 million people, without spending
a cent on media.
Within 2 weeks, the campaign generated enough signatures to make mental health reform
a key election issue in parliament.
Clios 2023 Bronze, Spikes 2023 Bronze, Ciclope 2022 Finalist, 3 x AWARD 2023 Shortlist
We pitched Aussie CEOs our free hold music via Linkedin,
supported by OOH and social. A consumer facing film dramatised to build
a groundswell of public support.
