Lifting the veil on mental health with a social media video campaign
On World Mental Health Day this year OST Marketing ran a social media video campaign to raise awareness of a free online therapy service.
Social media is not often associated positively with mental health issues, in fact it is frequently seen as fueling the stigma by facilitating bullying and anonymous negativity. With this in mind, as World Mental Health Day (10th October) came around this year, we were delighted when Ieso Digital Health asked us to help them raise awareness of their free online therapy service.
Ieso Digital Health, is a Cambridge-based online therapy service for people experiencing mental health issues. The therapy they provide is discreet, confidential and delivered in real-time by an accredited therapist. It is provided on behalf of the NHS in many areas across the UK.
Our approach was to make the most of the media interest surrounding World Mental Health Day by running a campaign that supported their campaign slogan: Psychological First Aid. We created and shared two engaging and informative videos (above) which highlighted the symptoms of depression and anxiety. The aim was to help people spot the signs in themselves, friends or family members.
We promoted several variations of the videos on Facebook and Twitter, including seeding them through social advertising. We also tracked relevant hashtags including #WorldMentalHealthDay and #WMHD16, engaging with the community and influencers in the health and mental health sectors.
On World Mental Health Day and in the subsequent week the videos reached 80,000 people, with over 38,000 unique views. We were extremely pleased with the coverage and amount of positive engagement the videos generated and feedback from our client, Ieso Digital Health, was extremely positive:
“OST’s efforts over World Mental Health Day were exemplary. They delivered multiple versions of our new awareness videos… and shared them perfectly among the global discussion around mental health. We look forward to working together on our next project.”
Dan Champion, Digital Marketing Specialist, Ieso Digital Health Ltd