Medibank launches ‘Untangle’ mental fitness platform in Australia

Medibank has launched ‘Untangle’, a new national brand campaign and long-term platform developed in partnership with Colenso BBDO. The initiative aims to make mental fitness more relatable and accessible to the Australian public.

The campaign focuses on the concept of mental fitness through simple, everyday actions designed to help individuals feel more clear, capable, and in control. It addresses the difficulty many people face in describing or managing feelings of being mentally overwhelmed.

Medibank Chief Marketing Officer Geoff Ikin stated that the platform is intended to make the next steps for mental wellbeing clearer and simpler. The campaign will roll out nationally across television, out-of-home advertising, social media, and content partnerships with news.com.au and Mamamia.