NWMPHN RAISE IT INTEGRATED CAMPAIGN
North Western Melbourne Primary Health Network (NWMPHN) sought to reduce the stigma surrounding alcohol and other drug (AOD) use by helping healthcare professionals approach difficult conversations with greater confidence and compassion.
Grounded in behavioral research and lived experience, RAISE IT was developed as an integrated campaign that transformed the familiar idiom “the elephant in the room” into a compelling invitation to start a conversation.
Through animated storytelling, elephants representing stigma and silence fold into origami birds, signaling a shift toward openness, understanding, and action.
The campaign connected film, print, social content, and digital resources to make raising the issue of AOD more approachable and give healthcare professionals the tools to respond without judgment.
THE POSTER SERIES
A series of posters extended the campaign's visual metaphor into healthcare settings, using role-specific messaging for GPs, nurses, pharmacists, receptionists, and practice managers.
Each encouraged professionals to recognize their part in reducing stigma and creating more supportive patient experiences.
THE SOCIAL TILES
Featuring real healthcare practitioners speaking in their own voice, the social campaign brought practical advice and firsthand perspectives into the conversation.
Their experiences reinforced the campaign's message, making compassionate AOD care feel more accessible and achievable.
THE DIGITAL HUB
Moving from awareness to action, the RAISE IT digital hub translated the campaign's creative platform into a practical resource for healthcare professionals.
Extending the visual identity and storytelling into an interactive experience, the website provides guidance, tools, and support for navigating sensitive conversations and improving patient care.
THE PARTNER TOOLKIT
A partner toolkit extended the campaign's reach, providing organizations with resources to amplify, endorse, and share RAISE IT across their networks while maintaining a consistent message and visual identity.
THE EXPERT INSIGHT VIDEO SERIES
A series of healthcare expert-led videos offered practical advice for improving AOD care, translating professional experience into actionable guidance that helps healthcare practitioners approach conversations with empathy and confidence.
The elephant in the room became an approachable visual device for confronting stigma, brought to life through the craft of origami and animated storytelling.
The transformation from elephants into birds made a shift in attitudes tangible, connecting a strategic idea to a creative expression that encouraged conversation, understanding, and meaningful action.