# How Medibank used Viva Engage to amplify its commitment to mental health

[Medibank | Viva Engage Festival 2025 | APAC - YouTube](https://www.youtube.com/watch?v=qVJ9_6u4E0M)

**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.

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### 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.

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### 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.

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## Meet the speaker:

**Cat Owen**  Employee Change & Communications Business Partner

[LinkedIn](https://www.linkedin.com/in/catherine-owen210/)

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