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AdMental is an innovative and thought-provoking "Gruen"-style event. Two emerging creatives (mentored by advertising industry professionals) have accepted the challenge to develop a short advertisement to sell the unsellable - mental health and wellbeing. The theme of AdMental 2023 is Men's Mental Health. Lots of men have mental health challenges and there is an assumption that men have a reluctance to talk. Whereas, in fact, many just need the right situation to open up.

This special event brings an innovative, fun and engaging approach to what can often be a difficult topic, where our contestants will pitch their ads to ignite a social movement among the community to increase awareness and build support for the mental health and wellbeing for men. The contest is complemented by a panel discussion on mental health and wellbeing.

AdMental is delivered through a collaborative partnership between the Mental Health Coalition of South Australia, the Adelaide Advertising and Design Club, the Don Dunstan Foundation, and those with lived experience, to co-design the themes and content for each year's event.