Content Strategy, Content Writing & Campaigns Beyond Blue
Mental health and wellbeing content for Australia's leading mental health support organisation.
Selected projects from my time at Beyond Blue, across digital tools, brochures, campaigns, and website.
As Digital Content Writer at Beyond Blue, I was a key contributor to strategy, writing, editing, and optimisation of mental health content across the website, campaigns, apps and digital products. The work was shaped in close collaboration with clinical and subject matter experts, SEO specialists, UX designers, digital development teams, and data and insights teams. Writing for Beyond Blue required careful rigour, ethical and content governance, focused on developing mental health content that was accurate, accessible, and trusted by the most vulnerable audiences. This included content and strategy for the PACE: Daily Wellbeing app, the Self-Care Check and Burnout interactive tools, campaign materials, social media, extensive informational content across the website, topical and responsive communications, and community-collaborative resources for LGBTIQ+ and First Nations audiences.
During my time with Beyond Blue I also contributed to the development of ethical AI‑assisted content workflows, including the use of NLP data insights, and advising on governance, editorial oversight, quality assurance and human‑in‑the‑loop review of LLM-assisted content in a high stakes content environment.
More published work:
30 ways to connect and overcome loneliness [loneliness campaign]
Australia’s social media laws for under 16s [topical, informational]
Cognitive Behavioural Therapy (CBT) [informational]
Burnout Check-in Tool [interactive]
Beyond Blue is here for the community through tragedy [responsive article — Bondi December 2025]
First Nations Brochures
The brochures are not yet publicly released. The covers shown here are indicative; extracts are available on request.
This project produced an updated Beyond Blue brochure for First Nations communities, designed to de-stigmatise mental health and improve help-seeking. It was a collaboration across teams at Beyond Blue, with me as core copywriter, synthesising input from First Nations consultants, mental health experts, community members, designers, and producers.
Early drafts were shared with six First Nations Blue Voices members who identify as Aboriginal and/or Torres Strait Islander for feedback. Based on their responses, we produced two versions: a short grab-and-go brochure and a longer read, both printed in a small batch for the Festival of Women in the NT (2 May 2026). Learnings from the event will guide a further iteration in partnership with a First Nations visual design agency, and will also inform updates to the First Nations content on the Beyond Blue website.
LGBTIQ+ Webpage
Working with mental health experts, UX designers, SEO and data and insights, I wrote a series of brochures and new website content on support for the LGBTIQ+ community. This content was co-created with community through a series of consultations and feedback rounds. The content aims to speak in the language of the people it’s for and provide reassurance as well as links to resources and help.
“I finally feel seen.” — feedback from community
Excerpt:
The extract below is from the published version as at 14 April 2026.
LGBTIQ+ mental health support and resources
At Beyond Blue, we welcome and support all people with warmth and respect. We know that everyone’s mental health journey is shaped by their own experiences, identities and connections.
This page is for LGBTIQ+ people, supporters and families. Here you’ll find inclusive mental health information, resources and support.
…
Understanding LGBTIQ+ mental health
Your right to be you
You might feel pressure to fit into other people’s ideas of gender or sexuality. But your identity, your feelings and your journey are what make you, you.
Whether you’re exploring who you are, expressing your truth, or loving who you love, you deserve to be seen, respected and cared for. The world is richer and more beautiful because of the diversity you bring.
It’s normal to feel unsure or worried sometimes, especially if you’ve faced:
Bullying or being left out
Family or friends not accepting you
Stress from hiding your identity
Barriers in systems that are meant to support you, like school, work, health or legal services
These experiences can cause extra stress that builds up over time. This can feel even harder if you also face racism, ableism or other forms of discrimination.
It’s important to remember that you have rights, and you have support to ensure that you can live freely and safely in good health.
…
How discrimination and stress can affect your mental health
LGBTIQ+ people can experience higher rates of depression and anxiety. This is because of stigma, discrimination and unsafe environments, not because of who you are.
Hard experiences can stay with you. Trauma, violence, rejection, child abuse, harassment, gender dysphoria, and thoughts of suicide or self‑harm can have a lasting impact on your wellbeing. Public debates about LGBTIQ+ issues can add pressure. These experiences are real, and they deserve care, safety and compassion.
Some people face other types of discrimination, like racism or discrimination against those with disabilities or chronic illnesses. Others may have unsafe homes, schools or workplaces, or find it hard to get gender‑affirming or inclusive mental health support.
Over time, these pressures can make it harder to keep a safe place to live, study, find work or feel financially secure. This can have a big impact on how you feel.
…
PACE: Daily wellbeing app
The PACE: Daily Wellbeing app is an adaptation of Beyond Blue's Wellness Action Tool PDF, a popular resource on the Beyond Blue website. The app reframes that resource as a simple, positively pitched daily wellness tool, aligned with Beyond Blue's strategy of earlier, easier intervention, helping people protect their mental health before crisis hits.
Through 2026 I led copy and language development across the app and its surrounding ecosystem: the in-app screens, website pages, App Store and Google Play listings, and marketing collateral for the soft launches. Working closely with developers, designers, and the data and insights teams, I shaped the app's voice and wrote and edited copy for every screen, with the goal of making the experience feel simple, scannable, and quietly encouraging. The language balances clear, plain explanations of how the app works with "glimmers" — prompts to notice and recall positive experiences — alongside personalised action-setting and supportive feedback throughout the user journey.
The app soft-launched in early 2026 and remains in active development.
Excerpts from the website:
The extract below is from the published version as at 9 April 2026.
Introducing PACE: Daily wellbeing
Whether you’re dealing with stress, caring for someone else, or just want to maintain your mental wellbeing, our app offers practical, easy-to-use tools for doing better, day to day.
Join thousands of Australians who are taking steps towards better mental health with the PACE: Daily wellbeing app.
Your pocket tool for feeling better, every day
We designed the PACE: Daily wellbeing app to bring mental health support to you earlier, make it easier for you to take care of your mental wellbeing, and ensure we do it together.
Based on Beyond Blue’s trusted Wellbeing Action Tool, the app helps you quickly and easily build daily habits that support your mental health.
…
How the PACE: Daily wellbeing app works
Identify what works
You know yourself, your life and your strengths. Start with what already works. Think about what actions make you feel good and build from there.
Reflect on why
Reflect on why those actions work for you. Reminding yourself how something makes you feel can help motivate you to do it.
Plan to do them
It's the small things done regularly that really help. Plan how often you’d like to do these actions to enjoy the benefits.
…
The app:
Screenshots from the app version 1.2.3 as at March 2026.
Self-Care Check
Working closely with Beyond Blue’s clinical psychologist Dr Luke Martin and UX designers, I redeveloped a self-care assessment Dr Martin had originally created for workshops and client sessions, building it out as an interactive tool for the Beyond Blue website. The work focused on giving users agency and energising them to take action on their wellbeing, as part of Beyond Blue's strategy for earlier intervention and easier access to help.
The Self-Care Check guides users through 25 questions and generates a personalised results page, assembled from informational and call-to-action modules based on their scores. The results prioritise clear, actionable steps and practical advice.
Excerpt:
The extract below is from the published version as at 19 January 2026.
What is the Self-Care Check?
Sometimes you might know you’re not taking care of yourself as well as you’d like, but it’s hard to pinpoint what you really need.
The Self-Care Check is a quick and simple self-assessment tool designed to give you clarity and confidence in how to strengthen your wellbeing.
In just a few minutes, you’ll see how you’re doing across four self-care action areas: Lifestyle, Mindset, Connection, and Direction. You’ll then get personalised tips to help you keep building your mental wellbeing through simple self-care ideas and practices.
…
Reflect on your results
Each time you complete your Self-Care Check, it’s helpful to take a moment to think about your results and dig a bit deeper into why you might be doing well in one area or needing to do more in another.
Here are some good questions to ask yourself – remember, there’s no right answer, only what’s right for you.
What stands out most about your results? Why do you think that is?
Are there any reasons behind your scores that you think make sense for your current life stage or circumstances?
If nothing changes, how might your current self-care habits affect you in the next few months?
Which area feels most important for you right now: Lifestyle, Mindset, Connection, or Direction? It’s normal for that to change as situations and events in your life change. Why is that area most important to you right now?
What’s something you’re already doing well that you’d like to keep up or strengthen?
What’s one small change that could make a big positive difference this week? Who or what might support you to make this change?
…
