The centrepiece of the campaign is a powerful TVC that brings to life this common, but often hidden illness, and shows how Gidget Foundation’s ‘Start Talking’ telehealth program can help. The ‘Start Talking’ program, available via video call, substantially improves equity of access to perinatal health treatment services for people in regional, rural and remote locations across Australia.
The TVC is the first piece of work to come out of the partnership between Naked and Gidget Foundation Australia and was directed by Steve Back from Brilliant Films.
Jon Burden, Executive Creative Director at Naked said,‘We are humbled to be ableto bring this silent problem into the open. At the heart, this idea was built on collaboration, working closely with psychologists to nail the dialogue. Steve and the team at Brilliant really brought our vision to life by delivering on the raw emotion that was needed. Hopefully we can spur families across the country to Start Talking.’
Arabella Gibson, CEO at Gidget Foundation Australia said, ‘The launch of the ‘Start Talking’campaign is a huge step for Gidget Foundation Australia and hopefully a huge step forward for families across the country accessing support. The passion and energy that Naked and Brilliant Films have brought to this project has been inspiring, and I think the work that they have created will have a huge impact on getting people talking about the epidemic that is PNDA.’
The campaign is on air from 18th April and will be screening across free to air and subscription TV and cinema.