‘Top Up’ Mental Wellbeing Campaign Reaches Over 3 Million Kiwis in 4 Months

The initiative promotes the Five Ways to Wellbeing and is quickly becoming a recognised tool for helping New Zealanders take daily action to maintain mental health.

In a major step forward for mental health awareness and prevention, the Top Up campaign—launched by the New Zealand Government in August—has already reached over 3.28 million people and attracted 115,000 website visits in just four months. The initiative promotes the Five Ways to Wellbeing and is quickly becoming a recognised tool for helping New Zealanders take daily action to maintain mental health.

A Powerful Early Impact

The campaign was launched with a simple but powerful premise: mental wellbeing isn't just about addressing crises, but about maintaining balance and resilience through everyday actions.

"The response to the Top Up campaign has been phenomenal and shows there's a real appetite for simple, evidence-based ways to look after our mental health," said Mental Health Minister Matt Doocey.

Using a multi-platform approach—television, radio, digital, and community events—the campaign has reached millions of New Zealanders from all walks of life.

The Five Ways to Wellbeing: A Practical Toolkit

At the core of Top Up are the Five Ways to Wellbeing, a set of evidence-based principles that help individuals build and sustain mental health over time:

1. Connect – Build relationships with others

2. Give – Perform acts of kindness

3. Take Notice – Be present and mindful

4. Keep Learning – Try something new or improve skills

5. Be Active – Incorporate movement into daily routines

These tools are simple, free, and adaptable to people of all ages and backgrounds.

"If you've had a challenging day on the farm or stress from work is building up, we want New Zealanders to automatically think: which of the five actions can I do to top up?" Doocey explained.

Prevention at the Heart of the Campaign

Rather than focusing solely on crisis response, the campaign is part of a wider Government strategy to promote prevention and early intervention in mental health.

"This campaign is about shifting the conversation from crisis to prevention," said Doocey. "By encouraging everyday actions, we're helping New Zealanders take proactive steps to prevent small problems from becoming big issues."

The Top Up campaign aligns with the Government's new Mental Health Targets, aiming to reduce pressure on acute services and build a resilient population by promoting sustainable wellbeing practices.

Community Grants to Support Grassroots Action

To further extend its impact, the campaign includes the Top Up Community Grants Scheme—a $250,000 annual fund running for two years. These grants are intended to:

• Support grassroots mental wellbeing projects

• Reach under-served and hard-to-reach communities

• Empower local organisations to deliver practical, culturally relevant mental health support

This initiative allows the campaign to move beyond messaging and into on-the-ground transformation, ensuring that people across the country—not just those in cities—benefit from access to wellbeing resources.

Collaboration With the Mental Health Foundation

The campaign was developed in partnership with VML, a creative agency, and the Mental Health Foundation of New Zealand, ensuring that the message was not only impactful but grounded in psychology and behaviour change science.

"I'm delighted with the success of this campaign," said Doocey. "It has already exceeded expectations, and I hope to see it further break down the stigma around mental health over the next two years."

Looking Ahead

With its strong start, the Top Up campaign is poised to become a permanent fixture in New Zealand's mental health landscape. As more Kiwis adopt the Five Ways to Wellbeing, the Government hopes to see a lasting cultural shift—toward openness, daily self-care, and community connection.

The campaign website continues to offer resources, practical tips, and stories to help people take their next step toward better mental health: www.topupwellbeing.nz