Greetings from Locktown!
Helping Melbourne make it through the world's longest lockdown.
  • Strategy
  • Concept
  • Website
  • PR
  • Film

On 23 September 2021, after 235 days under strict stay-at-home orders, Melbourne claimed the unenviable crown (from Buenos Aires) as the city to have endured the most number of days in hard covid lockdown.

The title accompanied grim mental health implications, with research conducted by the Australian Bureau of Statistics revealing that, in June 2021, more than a quarter (27%) of Victorians experienced high or very high levels of psychological distress, almost 10% higher than the national average (18%). More so, Beyond Blue had reported a 20 to 30% increase in demand for support of anxiety, depression, and family and relationship issues compared to pre-pandemic levels.

Forever passionate Melburnians, By All Means decided to commemorate this inauspicious date with a proactive / pro bono project that would go on to raise $45,000 for Beyond Blue (Australia’s most well-known and visited mental health organisation).

Illustrated by one of Melbourne’s most beloved artists, Oslo Davis (The New Yorker, The Age), BAM produced a range of Greetings from Locktown merch that included t-shirts, teatowels, tote bags and baby onsies.

Locktown went wild across mainstream media and the socials, proving that even in the midst of their city’s darkest days BAM remained ‘Determined to Inspire’.

Locktown Case Study