CHUR! All Good Bro
A suicide prevention case study campaign created for the Mental Health Foundation to help tāne Maori recognise when a friend is struggling and feel confident checking in.
The campaign uses the word CHUR as a friendly entry point and a simple framework: connect, hear him out, uplift, reassure and refer. These films needed to feel warm grounded and uplifting while staying safe and culturally respectful.
The project
This campaign required a careful balance of warmth cultural respect and safe messaging. The focus was on connection rather than the details of suicide. Each film encourages simple actions that can support a bro going through a hard time.
All five films were shot on the same day in a studio environment with wardrobe styling and lighting shaped to create a consistent uplifting tone. The goal was to make each person feel relaxed and supported so their story could come through naturally.
The final assets were used on television cinema billboards paid online campaigns and across social channels. The campaign reached nationwide audiences and became one of the Mental Health Foundations most recognised resources for tāne Maori.
Credits
- Producer, Director of Photography, Editor — Diego Opatowski
- Director — Susan Leonard
- Camera Assistant — Lucas Guerra
- Hair and Make Up — Elise Anderson
- Colorist — Matic Prusnic
- Sound Mix — Shamir Rodriguez
- Client — Mental Health Foundation of New Zealand
- Talent — Sourced by the client
- Five films delivered for TV, cinema, online and social