In 2020, the Royal Flying Doctor Service (RFDS) and Queensland Health joined forces to launch the Small Talk, Big Difference program, targeting Local Government Areas (LGAs) affected by the 2019 floods. 

The program aimed to facilitate connections by empowering individuals to initiate conversations about mental health and seek support when needed, particularly in the absence of disaster resources.

Building on the success of the previous rollout, the program was relaunched last year to support the LGAs most severely impacted by the 2019 Bushfires. The Comms Crew, a dedicated team I had the privilege of being a part of, collaborated with RFDS to leverage the insights gained and deliver a powerful campaign that fosters help-seeking behaviours in disaster-prone communities.

Our strategic approach revolved around three key principles:

• Showcasing rather than telling

• Equipping locals with tools for small talk initiation

• Leaving a lasting impact in Queensland communities

The campaign centred on small talk conversation starters, encouraging dialogue and motivating target communities to access RFDS/QH mental health resources and consult a GP if further support was required.

The results were remarkable. The campaign reached over 1.3 million people within the target LGAs, generating significant engagement. Website traffic witnessed a staggering 436% growth, while email subscriber numbers exceeded expectations with a 600% increase compared to the previous campaign.

Our earned media efforts also paid off, securing coverage in 22 different outlets and reaching a total audience of more than 585,000 individuals. Highlights included the front cover feature in the Toowoomba Chronicle and statewide coverage on the Courier Mail online platform.

To further amplify our message, we created five podcasts and two videos featuring RFDS/QH representatives directly engaging with community members. These digital assets have already reached over 23,960 people, providing valuable insights and fostering meaningful connections.

By overcoming the stigma associated with discussing mental health, especially in regional communities, we have paved the way for positive change. The Small Talk, Big Difference campaign has raised awareness and normalized access to mental health services and empowered individuals to make a significant difference in their lives and communities. Together, we can break barriers and create a supportive environment for mental well-being in the face of natural disasters.