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Mental wellbeing

'Dear Mind'

The ‘Dear Mind’ campaign is Queensland’s first positive mental health and wellbeing campaign, encouraging Queenslanders to make time for themselves and prioritise their mental wellbeing.

The issue

The impact of mental illness in the community is becoming increasingly apparent with about 1 in 2 Queensland adults aged 18–65 years reporting a mental illness at some time in their life and about 1 in 5 in the previous 12 months.

Mental illness affects people from all ages and walks of life. Evidence links mental illness and substance use disorders with heightened suicide risk, up to three and half times higher among people experiencing mental disorders compared to the general population.

Evidence has shown that positive wellbeing can help prevent behavioural and mental health problems and act as an important ‘buffer’ to the risk of mental illness.

People who are mentally healthy and feel happy demonstrate greater degrees of everyday functioning, healthy behaviours and perceived good health. The resilience that comes from good mental health and wellbeing has also been found to be the foundation of safer and healthier families, schools, workplaces and communities; higher educational achievement; and improved relationships and personal dignity.

The campaign: 'Dear Mind'

The ‘Dear Mind’ campaign is Queensland’s first campaign to focus on positive mental health and wellbeing.

The campaign encourages Queenslanders to create a healthier relationship with their mind by practising simple, every day mental wellbeing activities.

Looking after your mental wellbeing is important and should be prioritised. Focused on the six building blocks of mental wellbeing, the campaign website provides ideas and inspiration for incorporating mental wellbeing into your everyday, as well as links to further resources and support services.

The campaign will be shown across TV, cinema and digital channels.

Target audience

All Queensland adults

Campaign creative

Video transcript

Voice over: Dear mind, you're hard at work all day, remember to take time for you.
Balance your commitments...
...with quality me time.
Enjoy every step.
Connect... or reconnect.
And be good to yourself. Any time, any place.
Love, from me.

Announcer: Create a healthier relationship with your mind. Learn more at qld.gov.au/mentalwellbeing
Authorised by the Queensland Government, Brisbane.

Video transcript

Voiceover: Dear mind, you're a decent bloke.
You'll be there 'til the job is done.
But you need to 'be there' for yourself too.
Slow down. Appreciate some me time... and the little things.
Like the sound of laughter.
But above all...
...learn to love the bloke everyone else loves so much.
Take care... Me.

Announcer: Create a healthier relationship with your mind. Learn more at qld.gov.au/mentalwellbeing
Authorised by the Queensland Government, Brisbane.

Video transcript

Voiceover: Dear mind, you're good at caring for everyone else.
But caring for you is important, too.
So take time to lose yourself in a book...
..and in the moment.
Learn something new/
But above all - be kind to yourself.
All my love, me.

Announcer: Create a healthier relationship with your mind. Learn more at qld.gov.au/mentalwellbeing
Authorised by the Queensland Government, Brisbane.

Additional campaign resources are available for health professionals, councils, other government agencies and anyone who would like to promote the campaign. These include:

  • additional videos
  • social media and newsletter images
  • posters
  • digital banners.
Last updated: 16 January 2020