ESTA’s call takers are the ones who answer triple zero (000) calls on what is often the worst day of someone’s life. The job is tough, with each call bringing new and unpredictable challenges. Call takers — and the staff who support them — are not immune to the emotion, pressure, and outcomes that come with every case. Recognising this, ESTA asked Hive to create an internal campaign that made it clear there are channels, resources, and support systems in place to help alleviate stress. The campaign needed to appeal to all levels of staff and be adaptable across many types of communication.
Hive developed a snappy, positive campaign designed to encourage staff to open up a dialogue about mental health. Playing on the familiar first line spoken when answering the phone, the campaign reminded staff to be open about their wellbeing — whether before or after they need to ask for help. Leveraging ESTA’s brand in fresh ways, the “Hello Wellness” message and distinctive visuals stood out in the workplace and were designed to be memorable. The distinctive visual assets are flexible enough to dial up or down, depending on the communication.
The campaign was rigorously tested by ESTA’s marketing department, with representatives from all levels of the organisation reviewing the look, feel, and content. It was well received and approved for rollout across all internal channels. The campaign is allowing ESTA to have a voice in the important mental health of it’s workforce, helping to guide, prevent and just plain speak at a personal level to a topic that is not always comfortable or easy.