Social Media Design Brief – GROW

Overview of Client

Grow is a community-based organisation that has helped thousands of Australians recover from mental illness through a unique program of mutual support and personal development.

Diversifying itself in the non-for-profit sector, Grow have been educating and supporting members of the community through bespoke campaigns targeted at breaking down stigmas and misconceptions of mental illness. Operating on a national scope Grow are emerging with groups and volunteers on hand for mutual support and personal development for those suffering or recovering from mental illness.  In order to create greater reach, I’m proposing to develop ‘Odd Shirt Day’, an initiative implemented in order to raise awareness and change attitudes towards mental illness.


Decrease stigma in the workplace, by targeting media with two target audiences in mind:

  • 18 – 34 years, AB Socio-economic demographic with an interest in news, politics, business and culture. We are targeting people in the workplace. From the 2007 National Survey of Mental Health and Wellbeing, statistics found 51% of the 12-month Mental Disorder Persons were aged in the two brackets: 16 – 24 and 25 – 34 years, which represents the largest proportion in all age brackets. 1 in 4 people of the 10.4 million people surveyed who were employed had a 12-month Mental Disorder.
  • 35 – 64 years, wider public, based on the average age of attending persons in Grow groups.



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