In the wake of the 2020 mental-health crisis, Beyond Blue needed to make more people aware of their support services. Without any more money to spend. So we created new media channels to reach this audience on an ultra-personal level. Without spending an extra cent. We asked Aussies to update their Voicemail message and Out Of Office reply with messages directing people to Beyond Blue support. Turning these spaces into mini Beyond Blue media channels. The idea was taken up by everyday Aussies, celebrities, and corporate partners, driving increased PR attention and most importantly, more calls for support.

Example: "Hi, this is Izzi. I can't answer the phone right now, but I know how important it is to find support when you need it. So I've given my voicemail to Beyond Blue. If you need support, visit beyondblue.or.au/support. If not, leave a message, and let's chat."