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The charity’s largest ever campaign highlights the need for greater understanding of mental health issues.
JAA is working with the Mental Health Foundation to plan and buy their largest media campaign to date across outdoor, print and digital. Our goal is to raise awareness of mental health issues, tackle stigma and most importantly promote the MHF’s valuable resources.
In the wake of a global pandemic which has had such a devastating impact on mental health; last week’s Mental Health Awareness Week rightly topped the media agenda.
The campaign, which focused on connecting with nature, was the charity’s largest campaign to date. It also marked its first work with independent media specialist John Ayling & Associates (JAA).
The national campaign ran across print, outdoor and digital. Print media supported a PR campaign, to maximise the heightened conversation around mental health across the week. While outdoor advertising focused around key regions and reaching disadvantaged groups that could be most negatively affected by poor mental health. Digital targeting aimed to reach those most in need, by using keyword indicators to pinpoint people actively searching for help.
The campaign sensitively raised awareness of the vast array of resources available from the Mental Health Foundation. Resources which are useful both for those experiencing poor mental health, but also to those wanting to improve their understanding of mental health issues.
Lee Batchelor, Head of Digital, Mental Health Foundation. explained: “It is absolutely vital that we promote Mental Health Awareness Week to help people to thrive through understanding, protecting, and sustaining their mental health.”
Maria Floyd, Account Director and Head of Social, at JAA added: “We have implemented a multi-channel campaign to really raise awareness of the Mental Health Foundation’s tools and resources over Mental Health Awareness Week. From detailed targeting across outdoor, print and search, to a dedicated social campaign.”
Mental Health Awareness week may be over for another year; but the drive to raise awareness, funds and empathy for mental health issues must remain at the top of the agenda.
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