How Medibank used Viva Engage to amplify its commitment to mental health
Medibank | Viva Engage Festival 2025 | APAC - YouTube
What this session was about
Medibank shared how they used Viva Engage to support a major national mental health campaign by turning it into a safe, two-way internal conversation, not just another corporate announcement.
Key messages
- Employees were given the “inside scoop” first.
Before any external launch, staff were brought into the story early through Viva Engage livestreams and CEO updates.
- Viva Engage became the “conversation space”, not the broadcast channel.
It hosted Q&As, employee reactions, shared stories, personal posts, and community discussion.
- They repurposed external content internally, cleverly.
TV segments, influencer content, expert interviews and resources were reused inside Viva Engage to remove duplication and spark dialogue.
- A long-running content series built trust and momentum.
Medibank didn’t rely on one post. They ran months of livestreams, challenges, updates and reflective activities tied to mental fitness.
- Leaders modelled vulnerability.
Personal stories shared by senior leaders set the tone and signalled psychological safety.
- Campaign hashtags made content discoverable and trackable.
#MentalFitness and #FamilyRoast anchored the narrative and helped Medibank monitor engagement across different parts of the business.
- Analytics guided the next move.
SWOOP insights showed which content formats resonated and where additional support was needed.
What you can take from this?
- Internal campaigns land better when employees see them first.
- Emotional honesty from leaders sets the tone for everyone else.
- Long-running, low-pressure activities work better than one big splash.
- You don’t need “more content” — you need better reuse of what you already have.
- If you want people to speak up, you have to model it.
Meet the speaker:
Cat Owen Employee Change & Communications Business Partner