We were asked to create a powerful campaign and content strategy to encourage and normalise discussion around mental health amongst men, specifically those living in rural communities where stigma is more entrenched.
We set the campaign against familiar rural settings, creating a series of short films and a library of rich, expressive photography to capture the emotion of real stories from those who have experienced mental health issues. We focused the campaign around a single proactive message ‘Talking is a lifeline’ and curated specific content with targeted messaging for use across social media, print, outdoor advertising and a TV commercial.
The initial launch in Feburary 2019 achieved audience engagement of 7.5% on Facebook and 1.9% on Twitter (1% is considered high) over a single month. During this period, 85% of all visitors to their website were new and those who searched for Time to Change Wales organically (54%) remained engaged for longer. The campaign run for a second month during November, reaching over 200k people across social media and significantly increasing traffic to key online resources.