The Mental Fitness Gym
GOTCHA4LIFE FOUNDATION | Activation, Digital, TVC, Radio, Press, OOH, Social
The Gym:
With Australia facing a significant mental health crisis, the Gotcha4Life Foundation needed more than a brand campaign - they needed a way to turn healthy habits into a routine just like they do for physical health.
The Mental Fitness Gym was created as a different way to educate, motivate, and support individuals on their journey towards improved mental well-being.
With free and instant access, the online Gym helps members to strengthen their emotional muscles, by using evidence-informed tools and resources.
The gym has not only provided Gotcha4Life with a unique product but also served as a campaign platform, making mental fitness more accessible and relatable to a diverse audience.
Not only did the gym change lives, but it also received creative recognition:
Best Interactive Winner - Best Ads on TV
Best Behaviour Change Winner - Media Federation Awards
Finalist - WayAhead Mental Health Matters Awards
Featured - Ads of the World
Featured - Creative Pool
The Campaign:
To launch the Gym, we reflected on modern life and how it’s created an entirely new emotional experience that we don’t quite have the words to describe. What if we gave people the language for what they’re experiencing, empowering them to recognise it, share it and work on it with the right mental fitness tools in the gym.
So we created New Emotions - a vocabulary of contemporary emotional states, each paired with specific tools to address them. From casual modern afflictions like 'drainium' to more serious experiences like 'clusterwhelm,' we give people the language to identify their feelings and practical ways to work with them.
Along with new names, the look and feel needed to be eye-catching to stand out in a crowded category during Mental Health Month. The emotion concepts were hand sketched, retouched into 3D emojis and then brought to life with AI animation.
New Emotions launched through an integrated campaign across TV, radio, OOH, print, digital and social, meeting help-seekers in their everyday moments with work they could immediately relate to.
The campaign resulted in exceeding app download targets, and was brought back again in 2026 with a new set of emotions that reflected the stretched, burnt-out and looking-for-wins mood of the nation.
