The Brief

Small business owners are exceptionally prone to poor mental health. Colleagues and professional contacts can play a key role in supporting small business owners during high-stress periods. However, conversations around mental health can be difficult, particularly where the line between personal and professional is blurry. To help professionals feel more confident in having difficult conversations we needed to direct them to Beyond Blue's support guide, a resource full of practical tips on how best to speak to someone you're concerned about.

The Solution

Professionals are well versed in a language all of their own, often using corporate jargon that sometimes doesn't mean much but is a hallmark of emails and the like. They often need to "dive deeper", "circle back" and "take this offline". This idea leverages common business jargon familiar to our audience to highlight just how important having a real conversation is. When speaking about mental health, don't "pick it up later".