RBH Creative Communications

Core disciplines: Digital, Integrated marketing, Public relations (PR), Social


Sticking it to stigma

A viral World Mental Health Day campaign for SANE

We approached SANE with a unique campaign idea to help destigmatise mental illness, whilst leveraging World Mental Health Day. Our Twibbon, press, PR, YouTube and Instagram campaign gathered momentum rapidly and culminated in James Arthur mentioning it to a live TV audience on The X Factor and The National Lottery.

#glitch exceeded all expectations, achieving a reach of 14.6 million, with 97,358 people talking about it on Twitter at peak and an increase to SANE's social media following of 3009%. On top of this, the campaign won a Gold Roses Award for Integrated and Press campaign, as well as a PRCA Dare Award for Low Budget Campaign.


SANE: #Glitch for #WMHD16 from RBH on Vimeo.


The #glitch online film

To underpin the campaign, our in-house team produced a hard-hitting mental health awareness video to be seeded across digital and social media channels. It was released on the charity‚Äôs Facebook page and website, increasing Facebook page likes by 599%, page actions by 386% and video views by 5,654%.


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