#GETLITERATE ONLINE CAMPAIGN
Teenmentalhealth.org is working to change the conversation surrounding mental health and mental illness in Canada by taking awareness one step further to literacy.
In January 2018, we developed a creative concept to promote mental health literacy ahead of Bell Let’s Talk Day (January 31st) called #getliterate. This campaign had both online and print components involved, with a major focus being placed upon the organization’s social media channels.
The final deliverables for this campaign included a set of eight online cards highlighting eight mental illnesses, campaign cover photos for Facebook and Twitter, a website banner, a social media content calendar for the organizations use, a social media content calendar for partner use, a Facebook Live session with Dr. Stan Kutcher and a mental health literacy poster for external distribution.
Between January 23rd and February 2nd, Teenmentalhealth.org’s social media channels – Facebook and Twitter – gained considerable reach numbers, with Facebook seeing a total reach of 36,305 and Twitter seeing a total reach of 137,386. Campaign engagement rates were also significant during this period, resulting in 2,751 likes, comments and shares on Facebook (for an overall engagement rate of 7.58%) and 3,503 likes, comments or retweets on Twitter (for an overall engagement rate of 2.55%).
Based on the success of this campaign, Teenmentalhealth.org have decided to move forward to a national commercial sponsorship buy through Cineplex, as well as a considerable online investment to promote the #getliterate campaign through use of Facebook Ads. By extending the campaign to a national level, Teenmentalhealth.org plans to leverage the importance of mental health literacy across Canada.