Communicating Expertise in Mental Health
Every conversation about mental health has the power to reduce stigma and encourage people to seek support.
The client
Cairnmillar Institute is one of Australia’s leading providers of psychology education, counselling training and mental health services. Through higher education, professional development, research and clinical practice, the Institute supports students, practitioners and the broader community with evidence-based psychological expertise.
The challenge:
Cairnmillar Institute sought a strategic communications partner to strengthen its profile across multiple audiences, including prospective students, mental health professionals, clients and the broader community.
The Institute required communications that reflected its expertise in psychology while supporting student recruitment, raising organisational visibility and communicating evidence-based mental health knowledge across digital and traditional channels.
Our approach:
Over several years, Affect Media partnered with Cairnmillar Institute across a broad range of strategic communications and marketing initiatives.
The engagement included:
- Website copywriting
- SEO content and blog development
- Media relations and press releases
- Thought leadership content
- Strategic communications
- Social media campaigns
- Student recruitment marketing
- Marketing for postgraduate education
A key project involved developing and delivering a social media campaign to promote Cairnmillar’s new Master’s program. Working closely with the Institute, Affect Media created campaign messaging and digital content designed to attract prospective students while reinforcing Cairnmillar’s reputation as a trusted leader in psychology education.
Alongside this work, Affect Media continued to support the Institute through website redevelopment, media engagement and ongoing content creation that strengthened its public profile and communicated evidence-based perspectives on mental health.
The outcome:
Delivered a broad suite of strategic communications and marketing materials across media relations, website content, student recruitment and thought leadership, giving Cairnmillar Institute clear, credible and consistent communications for its education, research and mental health audiences.
Why it mattered
Mental health organisations often need to communicate with diverse audiences, each requiring a different balance of empathy, evidence and expertise.
This project demonstrates Affect Media’s ability to translate complex psychological knowledge into clear, engaging communications that build trust, support student recruitment and strengthen organisational reputation across both healthcare and higher education.
Project at a glance
Client: Cairnmillar Institute
Sector: Mental Health / Higher Education
Project: Multi-year strategic communications and student recruitment partnership
Scope: Website copy, SEO content, media relations, thought leadership, social media and postgraduate student recruitment campaigns
Services: Mental health communications, education marketing, student recruitment, website copywriting, media relations and strategic content
Impact: Strengthened Cairnmillar Institute’s visibility across healthcare and education through integrated communications, digital content and student recruitment marketing.
Capabilities Demonstrated
This project demonstrates Affect Media’s expertise in mental health communications, education marketing and strategic content that builds trust, supports student recruitment and strengthens organisational reputation.
