March The campaign was built around a simple insight: the most successful fundraising initiatives often place people at their centre. We created a bold and highly recognisable identity that celebrated the iconic mullet, transforming participants into the heroes of the campaign. A playful logotype, custom iconography, and a bright, optimistic colour palette helped create a campaign that felt approachable, memorable, and distinctly Kiwi.

March Photography played a central role in bringing the campaign to life. An eclectic cast of mullet wearers of all ages and backgrounds was photographed in studio, creating a suite of assets that balanced humour with genuine community spirit. This was supported by a cheeky yet caring tone of voice that encouraged participation, fundraising, and conversation around mental health.

March The identity was rolled out across fundraising materials, digital channels, social media, merchandise, and campaign communications. Since launch, Mullets That Matter has become one of The Mental Health Foundation’s most successful fundraising initiatives, raising more than $130,000 in its first year and helping distribute hundreds of thousands of mental health resources throughout communities across Aotearoa.