Leveraging IoT in Social Media Marketing for Mental Health Awareness: The #LetMeTalk Case Study
About The Customer
The customer in this case was SANE, a mental health helpline charity. SANE is dedicated to improving the quality of life for people affected by mental illness through care, emotional support, research, and campaigning. They provide a range of services, including a helpline and email service, and work to raise public awareness and understanding of mental health issues. They were looking for a campaign that would encourage people struggling with depression to reach out for help, and to raise awareness about the importance of talking about mental health.
The Challenge
The challenge was to address the issue of depression, a mental health condition that often discourages sufferers from discussing their experiences and seeking help. The situation was further complicated by the fact that 69% of callers to mental health helplines reported feeling more supported, less anxious, and more in control after talking to someone. The goal was to encourage those struggling with depression to find their voice and reach out for help. The campaign was designed for SANE, a mental health helpline charity, and was named #LetMeTalk. The challenge was to create an impactful campaign that would resonate with the target audience and encourage them to take action.
The Solution
The solution was an integrated campaign that leveraged social media and other digital platforms to reach a wide audience. A 60-second film was created, directed by YounessBenali, and stills were captured by British photographer Rankin. Both the film and the stills depicted a man being silenced by an intruder, symbolizing his depression. On Twitter, celebrities like Stephen Fry and Ruby Wax were recruited to participate in a 'day of silence', where they only posted the typing icon for 24 hours before revealing the reason for their silence. On Instagram, influencers were encouraged to post images of themselves with a stranger's hand across their face, and then share the film with their followers. The campaign was run nationwide across online and cinema film, OOH, and social media.
Operational Impact
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