The Push-Up Challenge launches ‘Your Push is Power’ campaign to rally Australians for mental health

Australia’s largest mental health and fitness event, The Push-Up Challenge, has unveiled a national campaign encouraging Australians to unite around small daily actions that can make a significant difference to mental health outcomes.

Developed by Mediahub and 303 MullenLowe, the integrated ‘Your Push is Power’ campaign highlights the link between taking simple physical actions, like push-ups, squats or lunges, and helping to fund mental health and suicide prevention programs.

Running across TV, out-of-home, radio, digital audio, display and social media channels until the end of the 23-day event in June, the campaign features Australians of all ages and abilities completing push-ups at work, home, schools, and public spaces. It aims to build a national movement under the call to action, “Let’s push together and push for better.”

Mediahub Perth general manager Kylie Macey said the aim was to move beyond awareness into real community action.

“This isn’t just about doing push-ups. It’s about showing up, starting conversations, and making mental health a shared priority,” she said. Mediahub’s engagement strategy includes partnerships with ARN and radio hosts Will & Woody to amplify the campaign's reach and authenticity.

Creative leads Ellysia Burton and Sarah Cassell from 303 MullenLowe said the messaging was grounded in the everyday realities of supporting mental health.

Since its launch in 2017, The Push-Up Challenge has raised more than AU$50 million and engaged some 700,000 participants. The 2025 edition asks participants to complete 3,214 push-ups, representing the number of lives lost to suicide in the most recent available data.

Phoebe Adams, head of marketing and partnerships at The Push-Up Challenge, described it as an iconic event.

“The Push-Up Challenge is an iconic event that brings together hundreds of thousands of people every year to get sweaty while also raising much needed awareness and funds for mental health. We couldn't be happier with the result of this year’s campaign.”