Red Havas has launched a PR and social campaign to drive support for mental fitness charity Gotcha4Life’s Mind Your Mate pledge to inspire Australians to check in on their mates so no one has to worry alone.

The campaign kicked off on International Day of Friendship (30 July) as part of Gotcha4Life’s mission to build mental fitness, meaningful mateship, social connection and emotional muscle to end suicide in Australia.

The campaign reinforces the importance of friendship and human connection in mental wellbeing. It encourages everyone to become a Gotcha4Life Mate by identifying a close friend and pledging to be someone they can talk to openly and honestly, about anything, without judgement.

The Social elements are spearheaded by hero videos highlighting pledges from Gotcha4Life ambassadors, supported by interviews across Australian media which gave tips and tricks to those experiencing isolation.

Its launch follows research conducted by Gotcha4Life that found one in 10 Australians negatively impacted by the pandemic have had suicidal thoughts due to recent lockdowns, with one in five (21 per cent) reporting turning to alcohol as a coping mechanism.

“We believe no one should worry alone, so we are championing meaningful mateship by asking Aussies to take our pledge. We’re grateful Red Havas has got on board to support isolated Australians who are doing it tough,” Gotcha4Life founder Gus Worland said.

“We know early intervention and seeking help is the best way to build our emotional muscle and resilience. We’re asking everyone to check in on their mates, to facilitate connection for those who may be feeling the isolation, and commit to being there for them for life by taking the pledge to be a Gotcha4Life Mate.”

Red Havas and Havas Blvd Managing Director Steve Fontanot said, “We’re exceptionally proud to be part of this vital initiative, to bring Australians together at a time when many have never been more isolated. By encouraging people to take the Gotcha4Life pledge and let their mates know they have their back, this campaign will make a difference by building meaningful connections. Gus and the brilliant team at Gotcha4Life inspire us, every single day.”