Skip to content
Marketech APAC
  • About Us
  • Reports
  • Events
  • Contact Us
SUBSCRIBE
  • MARKETING
  • TECHNOLOGY
  • PLATFORM
  • SME
Marketing Featured ANZ
No posts found

Aussie mental health org makes a point on getting help via ‘music on hold’

by Carlo Sarabia

-

March 16, 2022

Aussie mental health org makes a point on getting help via ‘music on hold’

Australia — Grassroots advocacy organisation Australians for Mental Health (AfMH) has announced the launch of their new project entitled ‘Holding out for Help’, which makes use of hold music – the business practice of playing recorded music to fill the silence that would be heard by telephone callers who have been placed on hold – to shine a light on the long wait times Australians face when waiting for mental health treatment. The campaign was done in collaboration with Australian artist Reuben Styles of hit electronic rock duo Peking Duk.

AfMH has developed a first of its kind library of freehold music, with tracks embedded with messages from styles highlighting the fact that while customers wait, millions suffering from mental ill-health are waiting for help too.

The bespoke messages scattered throughout the hold music feature styles asking Australians to turn their ‘hold’ time into ‘help’ time and end the wait for people suffering from mental ill-health by signing a petition for greater government funding and mental health reform.

Those that joined to support the effort includes life, health, and wellbeing insurer AIA Australia who will deliver the campaign hold music across their customer service phone channels.

Chris Raine, campaign director of AfMH, said that Australia’s mental health system is overstretched, leaving millions of Aussies with mental health issues waiting for treatment, unsure when or if, help may come.

“Our library of hold music is free to every Australian business and with Aussies listening to 90 million hours of hold music a year, we think it’s an incredible channel to reach the nation, at the exact moment it will really hit home. We’re proud to launch the campaign with AIA Australia and share our message with their 3.8 million customers. We hope other Aussie businesses follow suit in turning their hold music into help music,” Raine said.

The library of music is free for all Australian businesses to access and download, with a once-off licensing fee that may apply to broadcast or play the tracks for businesses without a OneMusic license. Meanwhile, the ‘Holding out for Help’ campaign will run across channels namely TV, OOH, print, social and hold lines.

Interested individuals who want to help Aussies in the effort to end mental health wait times can sign the petition at the campaign’s website (holdingoutforhelp.com).

Related Tags Australia Campaign aia Australia for Mental health Grassroot advocacy Reuben Styles Peking Duk
Share this article

Related Articles

View All
The Body Shop, Minus18 launches national survey
Marketing Featured ANZ
The Body Shop Australia, Minus18 launches survey to boost the voices of young LGBTQIA+ people
March 11, 2022
By Carlo Sarabia
Spark releases new web code to urge all websites to ‘see all genders’
Marketing Featured ANZ
Spark releases new web code to urge all websites to ‘see all genders’
February 22, 2022
By Teddy Cambosa
Aussie org partners with BMF to launch campaign against gender disparity
Marketing Featured ANZ
Aussie org partners with BMF to launch campaign against gender disparity
February 7, 2022
By Carlo Sarabia
UNDP_Hero
Marketing Featured Global
UNDP launches largest climate advocacy campaign, urges people to ‘not go extinct’
October 28, 2021
By Jean Cabico
UNLOOP THE LOOP
Marketing Featured South Asia
Bajaj Allianz General Insurance partners with WATConsult to promote mental health awareness in new ‘Unloop the Loop’ campaign
October 20, 2021
By Jean Cabico
TikTok Singapore launches new live stream for mental health awareness
Platforms Featured Southeast Asia
TikTok SG launches new live stream for mental health awareness
September 14, 2021
By MARKETECH APAC
No posts found

Featured Articles

View All
Marketing heads from the grocery, QSR, consumer goods, and tech space gathered to tackle how to win in social advertising this 2022.
Main Feature Marketing Platforms APAC
MARKETECH APAC to discuss latest social advertising trends in new webinar
March 2, 2022
By MARKETECH APAC
Top Stories for February: Tech-enabled coffee chain bags top spot
Main Feature Marketing APAC
Top Stories for February: Tech-enabled coffee chain bags top spot
March 1, 2022
By MARKETECH APAC
This overarching report explores the current state of customer engagement and tells marketers what they need to know
Main Feature Marketing Partners APAC
Explore the state of customer engagement in 2022
February 16, 2022
By MARKETECH APAC
Expert Up Close: Shahid Nizami, ActiveCampaign’s regional VP for APAC
Main Feature Technology APAC
Expert Up Close: Shahid Nizami, ActiveCampaign’s regional VP for APAC
February 10, 2022
By MARKETECH APAC
CF-Feature-Image-1
Main Feature Marketing Partners Southeast Asia
Brands, conquer the Malaysian market with this all-embracing local consumer report
February 10, 2022
By MARKETECH APAC
What’s NEXT: Top tips for CRO this 2022
Main Feature Marketing APAC
What’s NEXT: Top tips for CRO this 2022
January 31, 2022
By MARKETECH APAC
No posts found

Most Recent Articles

SRT, TBWA\Singapore bring Macbeth experience to Roblox as part of Project Arts Metaverse
SRT, TBWA\Singapore bring Macbeth experience to Roblox as part of Project Arts Metaverse
May 30, 2025
Fatima Baduria
No posts found
Okaya Power awards integrated media duties to dentsu X India 
May 30, 2025
Aliza Carmona
PepsiCo joins Formula 1’s growing list of official partners
May 30, 2025
Teddy Cambosa
UNIQLO Singapore to open first touchpoint concept store for online-to-offline shopping experience
May 30, 2025
Fatima Baduria
CelcomDigi celebrates preservation of Bornean languages with new chatbot, campaign
May 30, 2025
Teddy Cambosa
Café de Coral pays tribute to generational bonds in new dentsu HK campaign
May 30, 2025
Aliza Carmona
No posts found

Subscribe Now

Agreement(Required)
This field is for validation purposes and should be left unchanged.
Marketech APAC
We deliver the latest marketing news, trends, and best practices that serve everyone in the industry whether you’re from small or big enterprises.

Office

14i Seville Tower, Circulo Verde Phase 1, #70 Calle Industria, Brgy. Bagumbayan, Quezon City, 1100 Philippines +63 917 319 5762
+63 917 319 5762

Follow Us

Facebook Linkedin Youtube Spotify

Content Pillars

  • Marketing
  • Technology
  • Platforms
  • SME

The Publication

  • About Us
  • Contact Us
  • Terms and Conditions
  • Privacy & Cookie Policy
  • Events
  • Reports

Geographical Scope

  • South East Asia
  • East Asia
  • ANZ
  • SouthAsia
  • APAC
  • Global

Events

What's NEXT in Marketing Series
  • Singapore
  • Philippines
  • Hong Kong
  • Indonesia
  • Malaysia
Retail & E-Commerce Innovation Series
  • Malaysia
  • Philippines
Advertising Technology Asia Series
  • Philippines
  • Singapore
Awards
  • Empowered Women Awards
  • Marketing Technology Awards
  • NEXT Awards
  • Indonesia
  • Philippines
  • Malaysia
  • Singapore & APAC

Join our APAC marketing community

Subscribe to our newsletters to get the latest marketing news in the region.

Agreement(Required)
This field is for validation purposes and should be left unchanged.
© 2025 MARKETECH APAC. All rights reserved.
We use cookies to improve your experience and to analyse our traffic. To find out more, please click here. By continuing to use our website, you accept our Privacy Policy and Terms & Conditions. Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT
Home
About Us
Write for Us
Contact Us
Subscribe
Facebook Linkedin