BEYOND BLUE / TBWA

Execution 1: Coffee

EXT: A basic park setting

Open on a tall takeaway coffee cup. It is angled so it towers over the audience. And begins to tip towards us. A woman’s voice speaks and she sounds very tired.

Woman: Yesterday, I cried over spilled coffee.

The cup tips over entirely and a huge torrent of coffee floods the scene.

Woman: I just wanted to get out of the house with my 3 month old.

The river of coffee flows along and we see the mother's hands waving out from under the water as she flows past. 

The baby stroller floats along beside her like a little raft. The flow slows down and we see the mother drenched in coffee curled up in
the puddle. The pram is next to her and it seems alright.

Woman: I cried for five minutes and I could have cried for more.

The scene turns to a birds eye view of the puddle and as we slowly zoom out it becomes a coffee sitting on her desk as she fills out the
PNDA Checklist

Woman: Today, The PNDA checklist helped me understand why.

V/O: Perinatal depression and anxiety can make every part of raising a child harder. If you're concerned about all the bumps beyond the bump, search for the mental health checklist for mothers at beyondblue.org.au.

END

Execution 2: Doorway

INT: A long over-sized hallway

Open on a huge cavernous hallway leading towards the front door. We see a tiny sized mother (action figure sized) facing towards the door.

Woman: Yesterday, I swore at my baby.

The scene turns around and we see that behind the mum is a giant regular sized baby in a baby carrier. The baby is crying.

Woman: I was trying to get out the door but the baby had other plans and was crying. The noise rang through my ears like the worst pain ever.

The tiny mother is pushing and pulling the carrier and getting more and more frustrated, it just won't budge. Baby is still crying.

Woman: I snapped. I screamed. I swore.

Close up on the little mother's frustrated face yelling, eyes closed. Eyes open and we zoom out. The scene is now regular sized. The mother is looking down on the baby carrier with shock and embarrassment at herself.

Woman (to herself): What the hell am I doing?

CUT TO:

The mother is sitting down at a desk filling out the online checklist. Beyond Blue branding is clearly visible on the screen. The baby is sleeping in a little cot in the room.

Woman: Today, The PNDA checklist helped me understand why.

V/O: Becoming a parent can be exhausting, but there's a difference between frustration and symptoms of depression and anxiety. For when it's more than just anger, Beyond Blue is here to help you. Search for the mental health checklist for mothers at beyondblue.org.au.

END

Execution 3: Maze

INT: Interior hallway of a house

Open on a close up of a smart watch ticking over to 30,000 steps. The watch is on the wrist of a mother standing up and cradling her baby in her arms. She's walking down a nondescript hallway.

SFX: Electronic Beep

Woman: Yesterday I walked 30,000 steps in my own house.

The mother continues to walk, but she reaches a dead end and turns around and continues to pace. The baby is crying.

Woman: It feels like she never wants to be put down.

Zoom out to a birds eye view, revealing that the mother is pacing in a brain shaped large scaled maze.

SFX: Electronic beep

Woman: It was depressing seeing the actual proof of how little I was sleeping and how much I was pacing.

Maze fades out into the Beyond Blue logo

Woman: Today the PNDA checklist helped me to understand why.

V/O: Becoming a parent can be exhausting, but there's a difference between tiredness and perinatal depression and anxiety. For when it's more than just tiredness, Beyond Blue is here for you. Visit beyondblue.org.au.

END

Execution 1: Coffee

Execution 2: Doorway