Gold Coast-based charity LIVIN, whose distinctive logo is sported on seemingly every car bumper as well as A-list actors and athletes, has somehow made it cool to talk about mental health.

In the endless fight to address our country’s spiralling suicide statistics, who knew that branding could be the key?

Millennials, that’s who.

Casey Lyons, 30, and Sam Webb, 31, started the non-profit organisation six years ago after Casey’s best friend Dwayne Lally took his own life.

Neither Sam, an aspiring actor and Survivor alumni, nor Casey, a carpenter, had experience in anything even remotely related to this sector – not charity, not mental health and not social work.

What they did have was hearts that were broken and the passion to make a difference. And, not least of all, a millennial’s native knowledge of how to use social media and market merchandise.

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It’s branding at its best – creating a logo that not just looked good, but felt better.

“It was something Sam and I both just instinctively felt – that if we made something that looked cool, it would encourage people to start a conversation,” says Casey, sitting in the organisation’s Burleigh base where he is visited throughout the interview by his wife, mother and baby daughter. It’s clear this business is a home.

“Dwayne lived with depression and bipolar for a number of years and the stigma kept him quiet. He was a good-looking guy, smart, funny and with lots of friends but there was a battle that lived inside him that he didn’t know how to articulate.

“After losing him we did some research and were shocked by the statistics that surround mental health and suicide in this country and we wanted to turn that negative into a positive. We didn’t want his death to be in vain.

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“But the charity space is really crowded – we needed to find a way to cut through. That’s where the merchandise worked.”

It’s almost incomprehensible to imagine anyone, no matter how passionate about Life Education, proudly donning Healthy Harold merch – yet that’s essentially what Casey and Sam have achieved with their non-profit organisation.

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Casey says the pair considered both the quality and appearance of the clothing to create an aspirational product, and used contacts in sports and the media to share it – adding to its street-cred status.

He says by creating a brand that was considered hip, it ultimately made its message – to talk about mental health – “cool”.

“I hate using that word, but that’s what happened,” says Casey.

“Sam and I didn’t want to make shirts like you normally get at a charity event, where you might wear it to bed at best. We wanted to make something that was of good quality and that you actually wanted to wear.

“A lot of people found out about us just because they wanted to buy a shirt or hoodie. They knew the name LIVIN but not what we’re about. Then they read what our message is and it resonated.

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“I love that if someone sees a person wearing a LIVIN shirt, they get that head nod or a wave, it’s a great conversation starter.”

That conversation was blasted across the country after Chris Hemsworth was photographed wearing a LIVIN hoodie on the Brisbane set of the Thor movie in 2016, the image appearing in media around the world.

Sales skyrocketed and Casey says the grey hoodie sported by Hemsworth is still a top-seller.

While the clothing counts, Casey says the true heart of LIVIN is in its message.

He says their vision is to break the stigma surrounding mental health through awareness, prevention and early education. As well as the merchandise, the group hosts events and the LIVINWell mental health education program, which is delivered to schools, businesses and sports groups.

“Our whole concept is about education and awareness, we’re not a service provider – but we can help people find help. Our role is to get people talking – and the merch has always been a conversation starter,” he says.

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“Talking about mental health and suicide in schools can be a really tricky thing to do, but it’s like sex education – it felt dangerous at first but now we see that it is crucial.

“We are very careful with our language but we talk about Dwayne’s story and how it’s OK to talk about when you are struggling.

“The fact is that kids are feeling these feelings, we need to give them the language to ask for help. We need them to know that their feelings are valid and they won’t be shamed for speaking up.”

In fact, Casey says both he and Sam have had to protect their own mental health as the charity’s profile continues to increase.

He says haters have trolled both the charity and its founders, and they are well practised in the art of self-care.

“It is hard to have haters question your motives and say that you’re only out for fame when you are really, genuinely, trying to help people,” says Casey.

“That is so far from the truth. I would do anything not to be in this situation but to instead have my mate Dwayne next to me. This will always be second-best compared to having him here. I am proud we have helped save lives and I am proud that Dwayne’s life was not in vain, but this is never something I would choose.

“I couldn’t care less about my profile. I was a carpenter, this was never meant to be my world. I make less money now than I did as a chippie, but I work a lot harder. Still, the reward is much greater when you think about what you’re giving back to the world.

“I just have to protect myself and my family sometimes. You can’t read all the comments, you can’t take it all personally. I live near Tallebudgera Creek and I walk along there almost every day, it’s self-care just going back to nature and concentrating on how much I have to be grateful for.

“Social media is a double-edged sword. It can be really detrimental to your mental health when you’re living in a universe of constant comparisons. But then it’s also the way we were able to share our mental health message. It’s a weapon that you have to handle with care.”

Casey says he still can’t believe how quickly and deeply the LIVIN message has resonated around Australia.

He says he and Sam are in the early stages of expanding the charity to the United States.

“I actually think that Australia is a world leader when it comes to education and awareness about mental health and suicide prevention. From RU OK day to our LIVINWell programs, our country has really identified that talking matters. It does make a difference,” he says.

“Sam and I attend the National Council for Behavioural Health conference in America every year and they are always amazed at the work Australia does in this area.

“They have lots of researchers and service providers but there’s a gap over there in the acceptance of talking about these things.

“We’re in the very early stages but we are considering expanding over to the States.

“Our heart will always be helping Australians. The support we have been given here – and the work there is still to do – means this country is our priority.”

In fact, Casey will be busy with events across the Coast this Queensland Mental Health Week, with RU OK Day on Thursday.

In collaboration with Robina Town Centre, LIVIN is hosting pop-up photography exhibition Collective Minds, which showcases a series of works from renowned and emerging local photographers depicting mental health through their own lens.

“It never stops. We are constantly being asked by schools, businesses, sports clubs, parents and more to talk to them,” he says.

“We’ve never had the chance to approach anyone, we’re always dealing with so many requests there’s just no time.

“The statistics show that one in two people will experience a mental health challenge in their lifetime. They are anything but alone.

“You don’t have to be an expert to help. Just ask, listen and support. You don’t need to have the answers, just walk with them.

“I wish I could have helped Dwayne. I know he’s proud of what we’ve done in his name, but I would do anything to have him back.”

For a charity whose merchandise has performed a mental health miracle, it’s only fitting that Casey should wear his heart on his sleeve.