News Corp Australia and Medibank have partnered to launch a new campaign addressing mental health issues within Australian families across digital, print, video, audio, and social content.

The campaign, titled 'Can We Talk?', is grounded in a study conducted by News Corp's research think-tank, The Growth Distillery, named 'State of Mind: Australia's Mental Health Conversation'. The study underscores the difficulties faced by Australian families in supporting each other with mental health and anxiety-related issues.

Structured as a four-phase initiative, the campaign aims to foster conversations about mental wellbeing within the home environment. It will be featured across several News Corp Australia brands, including news.com.au, The Daily Telegraph, Herald Sun, The Courier-Mail, The Advertiser, and Body+Soul.

The campaign is set to run for a duration of four months and is backed by research, data, insights, and expert advice. It aims to reach a broad audience and provide them with the necessary skills to engage in discussions about mental health issues. As part of the campaign, there will be an examination of Federal and State Government funding for mental health initiatives.

Medibank Group Executive Policy Advocacy and Reputation, Meaghan Telford, said: "This research reveals Australia is in the grips of a mental health crisis, and many Australians don’t know who to turn to, especially our younger generations."

"As one of Australia’s largest health companies, we see the human cost of the mental health crisis and want to play a meaningful part in the solution. Teaming up with News Corp Australia’s publications means we can reach audiences at scale and equip them with the skills needed to have the most important conversation of their life."

News Corp Australia Client Partnerships Managing Director, Lou Barrett, said: "Like Medibank, we at News are on a mission to build a healthier Australia and advocate for positive change.

"Championed by news.com.au and our state mastheads, this multi-channel initiative has been custom built for Medibank and puts mental health on the news agenda sparking much needed conversations across generations and inspiring policy changes as we head into the federal election."

The timing of the campaign is strategically aligned with the lead-up to the federal election, with the aim of inspiring policy changes. The initiative seeks to place mental health prominently on the news agenda and encourage discussions across different generations.