Lives Worth Living social media campaign - Safer Mid Canterbury
In March 2022, Lives Worth Living tasked us with creating a social media ad campaign targeted at 13-30 year olds living in Mid Canterbury. The campaign was to provide helpful and practical tips for managing low mental health, and promote how to ask for and receive support.
Our videographer designed and animated a series of six short social media videos with easy-to-follow advice around the key messages of:
what to know when you're feeling low
tips for managing anxiety
what to say when you're not ok
ways to boost your mental health
things to do or say when your mate isn't ok
what to do if you're feeling blue
We created a rhyming/story-telling style of voiceover for the animations, which were stylised as characters that changed shape depending on the emotion they were reflecting. We ran the campaign using TikTok ads, as well as Facebook and Instagram ads so that people living in Mid Canterbury in the desired age group could be geotargeted.
By the close of the campaign in October 2022, the videos had been a huge success. The goal from the campaign’s inception was to reach as many people in the target age group as possible within the small advertising budget.
In total, the ad campaign achieved:
932,485 impressions, 808,600 video plays, and reached 79,600 people through Facebook and Instagram ads.
1,488,552 impressions, 1,386,614 video plays, and reached 549,108 people through TikTok ads.
Lives Worth Living Suicide Prevention Coordinator Pup Chamberlain said - “We contracted Priority Communications to generate wellbeing messages for our young people. As a result of this, a huge number of views and interest was generated and Lives Worth Living was absolutely delighted with the response. We are well aware of the negative messaging young people receive on social media and this campaign was a very positive response.”