The Push-Up Challenge has launched a new national campaign in partnership with 303 MullenLowe and Mediahub to run until June 26, alongside the annual 23-day event.

Both agencies secured the account via a competitive pitch in 2024 and have since developed an integrated strategic plan for the campaign.

Titled 'Your Push is Power', the campaign aims to associate the physical activity of doing push-ups with providing mental health and suicide prevention support. It will feature across a range of platforms, including TV, out-of-home (OOH), radio, digital audio, display, and social media.

A national sponsorship with ARN radio hosts Will & Woody is part of the campaign, designed to build awareness and support registrations. The Push-Up Challenge is recognised as Australia's largest mental health and fitness event, encouraging participants to complete 3,214 push-ups over 23 days. Participants receive daily mental health facts and have the opportunity to fundraise for mental health charities.

Since its inception in 2017, The Push-Up Challenge has raised over $50 million for mental health programs and engaged more than 700,000 people. The campaign's creative approach focuses on the power of small actions, aiming to foster a national movement around mental health.

"From the outset, our goal was to create more than just an awareness campaign, we wanted to help build a national movement around mental health. Through impactful creative and the partnership with ARN and the support of radio hosts Will and Woody, we’ll tap into a level of authenticity and influence that we hope will truly resonate with Aussies. This isn’t just about doing push-ups it’s about showing up, starting conversations, and making mental health a shared priority," said Mediahub Perth General Manager Kylie Macey.

The campaign's theme, 'Your push is power', was conceived to address feelings of helplessness regarding mental health.

"We can all feel helpless when it comes to mental health. Whether it's supporting someone through a tough time, trying to help ourselves, or just wanting to improve the lives of others. 'Your push is power' was born from that feeling. It shows our audience that there is power in all the micro moments of doing The Push-Up Challenge. Every bead of sweat, red face or shaky arm as part of doing 3,214 push-ups really does make a difference. No matter who you are, or where you're doing it, we want to celebrate the grit and the gains," stated 303 MullenLowe creative team Ellysia Burton and Sarah Cassell.

The Push-Up Challenge’s Head of Marketing and Partnerships, Phoebe Adams, said: "The Push-Up Challenge is an iconic event that brings together hundreds of thousands of people every year, to get sweaty while also raising much needed awareness and funds for mental health. This year, for the first time, we've joined forces with agency partner 303 MullenLowe to create a truly memorable, feel-good campaign that we hope will bring even more participants to this much-loved event. We couldn't be happier with the result."