Mental Health Foundation of New Zealand appoints Stanley St for digital rebuild

The Mental Health Foundation of New Zealand (the MHF) has appointed creative and strategic agency Stanley St to partner on a comprehensive rebuild of its digital platforms, in a move set to transform how New Zealanders access mental health and wellbeing programmes, tools, resources and advice.

The rebuild is part of a project co-funded by the MHF and the Mental Health and Addiction Community Sector (MHACS) Innovation Fund. The project will be match-funded by both parties and aim to create a modern, inclusive, and user-centred online experience that better reflects the needs of all people in Aotearoa New Zealand.

The partnership will see Stanley St support the MHF on the full scope of the rebuild, from digital and content strategy all the way through to SEO strategy, data and analytics. The result will be an always-on, accessible platform that consolidates all of the MHF’s digital resources into one seamless digital experience.

Says Robyn King, Digital Marketing Manager at the MHF: “We’re proud to be partnering with Stanley St to bring to life our vision of a digital ecosystem that ensures everyone in Aotearoa can find the evidence-based resources, information and tools they need, when they need them. Stanley St’s understanding of our vision and proven ability to create accessible, meaningful digital experiences make them the perfect partner for us.”

Stanley St will work alongside GravityLab who will look after audience segmentation, Salesforce integration and ongoing delivery automation, and Ipsos who will lead audience research. Extensive in-depth interviews were conducted by Ipsos to inform the platform design and user journeys. This research will be critical in ensuring the new experience is intuitive, welcoming, and relevant.

The platform will feature personalisation powered by Salesforce, enabling tailored content delivery to a wide range of users. Whether it’s rangatahi seeking helplines, families and whānau looking to support someone they care about, or workplaces looking for resources and training, the platform will be designed to serve a wide range of people in Aotearoa.

Says Tau Matenga, Digital Lead at Stanley St: “Our focus is on designing a digital ecosystem that’s inclusive, adaptive, personalised and easy to use. We’re excited to build a platform that supports people across all walks of life, across Aotearoa. Stanley St has already started working with the MHF, with the new digital platform set to launch in early 2026.

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