Metcash Joins Breakthrough to Help Create a Life Free from Mental Illness
Breakthrough Mental Health Research Foundation is proud to announce a multi-year partnership with Metcash, the driving force behind Australia’s most successful independent retail brands. This newfound collaboration aims to raise awareness, drive conversations, and fund research to create a life free from mental illness.
The Partnership Kicks Off with In-Store IGA SA/NT Promotion to Support Mental Health Month
As part of this partnership launch, Metcash’s IGA stores across South Australia and the Northern Territory will launch a special in-store promotion during Mental Health Month, from October 9th to November 5th. This initiative will not only generate engagement from the community but will also contribute critical funds to support mental health research.
Empowering Communities Through Action
With mental health being one of Australia’s most pressing issues – affecting nearly half the population at some point in their lives – this partnership marks an important step in addressing the mental health crisis. Metcash and Breakthrough are combining their resources to engage the public, offering education, conversation tools, and fundraising opportunities aimed at destigmatising mental health challenges.
What’s Involved?
1. Multi-Buy Iced Coffee Offer
IGA SA/NT will be running a special multi-buy offer on Farmers Union Iced Coffee and Dare Iced Coffee, to encourage customers to purchase one for themselves and one for someone they would like to start a mental health conversation with. This highlights the power of a simple gesture and the importance of checking in with friends, family, and colleagues.
2. Conversation Starter Cards
Available at checkout for $2, these wallet-sized cards are designed to help people recognise the five signs of mental ill health and offer tips on how to start a mental health conversation.
3. Fundraising for Mental Health Research:
All funds raised through this initiative will go directly to Breakthrough Mental Health Research Foundation, Australia’s only national foundation solely dedicated to funding mental health research. These contributions will help Breakthrough continue its critical work in finding new treatments and solutions for mental health conditions.
Metcash and Breakthrough: A Shared Vision
Brooke Williams, Partnerships and Philanthropy Manager of Breakthrough, praised the partnership, stating: “Our collaboration with Metcash and IGA represents an incredible opportunity to take mental health conversations into the heart of local communities. Together, we are taking a proactive approach to mental health, using Metcash’s extensive network to increase awareness and improve education. Importantly, we will also be raising vital funds for mental health research that will have real impact and change people’s lives.”
Annie Andrade, Brand Manager SA/NT of Metcash Food echoed these sentiments, adding: “At Metcash, we recognise the importance of supporting mental health, both within our team and the wider community. Our partnership with Breakthrough, along with the in-store promotion at IGA, allows us to make a positive impact on mental health research and awareness, which is something we’re very passionate about.”
A Call to Action for All Australians
With 9 Australians dying by suicide each day and millions more living with mental health challenges, the partnership between Metcash and Breakthrough Mental Health Research Foundation couldn’t come at a more critical time. By supporting the in-store IGA campaign, customers can take meaningful steps toward having much-needed conversations and improving mental health outcomes driven by research.
Visit your local IGA SA/NT store and support this important cause.
