New work

We get… noticed
Working with SANE and oOH!media to launch a national digital advertising campaign

Floor Mockup 01 (0 00 00 19)

It’s hand-on-heart, genuinely rewarding to see our work with SANE up in lights.


Because it’s our work up in lights. Loud, proud and public. Which is nice.


Because of its purpose. Its cause and intended effect. 

SANE – in their own (possibly unofficial) words – is “going to war on complex mental health in Australia”. 

Advocating for people with complex mental health issues. 

Confronting the stigma and discrimination associated with it. 

Providing access to life-changing support for over two million Australians living with it.

Removing inequities and exclusion for people with complex mental health is a key part of our mission at SANE, but in order to drive positive change, we needed to disrupt the prevailing narrative. 
Our community told us they were tired of living in the shadows, they wanted their lives to be celebrated and not only seen through the lens of mental illness. 
The first step for us was distilling a complicated situation into a simple concept – which the talented people at Folk did with our new and unashamedly confident “We’re people like you” brand.
Next up was to put it in front of as many people as possible, and that’s where our friends at oOh!media helped by generously supporting us to take our new brand into the most public of spaces – suburban shopping centres, universities and TAFE.

Rachel Green

(Thank you, Rachel.)

The “We get…” campaign follows SANE’s recently launched rebrand and ground-breaking digital platform – also designed with Folk – which won Gold at the 2022 Good Design Awards. One of two Golds Folk received at this year’s awards. Read more here.

With thanks to the remarkable team at SANE for inviting us to help make this happen.

And to the good people at oOH!media, SANE billboards are currently showing in over 500 locations across Australia in the lead up to Mental Health Awareness Month in October. 

Written by:
Graham Barton,
Creative Director