CABRINI
A TRANSFORMATIVE CAMPAIGN FOR CABRINI'S WOMEN'S-ONLY MENTAL HEALTH HOSPITAL
In 2023, I led the creative strategy at Ellis Jones for Cabrini’s Women's Mental Health service, Australia’s first private, women-only mental health inpatient facility located at the Lisa Thurin Women's Health Centre in Elsternwick. Addressing a crucial need for gender-specific mental health support, this campaign aimed to increase awareness and accessibility for women facing severe mental health issues, particularly those impacted by trauma and looking for a safe, supportive environment free from mixed-gender settings.
The campaign leveraged behavioural models to address intrinsic motivations for women to seek support in a safe space. It focused on women’s unique mental health needs, addressing primary (patients) and secondary (referral partners and families) audiences. By acknowledging the specific challenges faced by women, such as stigma, financial stress, and scepticism about treatment—the strategy highlighted Cabrini’s distinctive, supportive environment as an empowering option for mental health recovery. This approach achieved notable traction, filling available inpatient beds and increasing inquiries for outpatient programs.
DELIVERABLES
Campaign strategy, narrative and creative concept
Audience mapping and targeting
Messaging framework and content creation for social media, web, EDMs, and digital/print advertising
