How we got men to get a #HeadsUp on their mental health and wellbeing

Date: 08/01/2016 Written by: Rosie 2 minutes to read.
Campaign focus: let's get men talking about mental health

In December, we launched a campaign to signpost men aged 30-59, living in low-income households in Aylesbury and High Wycombe in Buckinghamshire (areas identified through research as having higher numbers of men with mental health concerns) to a new online resource.

 

 

We created a new dedicated website, which includes an online screening to help men find out where to get help and support and what they can do to ease pressure and cope with low mood, anxiety and feelings of depression. The website also features a section for friends, family members and partners to ‘Support a Man’, which includes top tips and a guide on how to speak to a man that might be experiencing mental health issues.

The campaign has been live for a month now, and we’ve had a look at some of the data, which tells us a very interesting story. Since the launch of the campaign just over 4 weeks ago, we have achieved a social reach of over 160,000. Traffic through to the website has increased every week, with big jumps at times when people shared information about the campaign via our Thunderclap.  On the 28th December, when our fans published a tweet or post on their social media about #HeadsUp,  2,723 people visited the website. 

 

 

The website also features a newsletter sign-up feature, which has been set up to offer tips and advice on staying happy and sign ups are increasing every week. This is also reflected in the number of new visitors (2,298 in total), with an increase of 460% between week commencing 7th December and the week commencing 28th December.

 

Promotion on social media through targeted adverts was utilized to spread the message about the website – increasing the referrals generated via social media by 3,119% from 27 (week one) to 842 (week four). The spike in week four was largely generated by our Thunderclap campaign, demonstrating the power of social media to facilitate change. 

 

Direct traffic to the website (www.thisisheadsup.org) has been steady, with an increase in week four, averaging around 243 sessions per week. This is an increase of 128% from week 1. Page views to the website have also increased over time, with an extra boost in week four and following targeted social media adverts.

 

 

As well as online and digital marketing, we distributed over 5,000 printed items, from posters to window graphics, scratch cards and beermats to pubs, shops, barbers and bingo halls. The offline marketing supports the online, directing traffic through to the website which also includes contact details for local mental health and wellbeing services.

If you'd like to speak to us about a mental health project you have in mind, you're more than welcome to get in touch with us and find out how we can help you; whether it's getting more people to access services and raising awareness of symptoms to understanding how the mental health market is changing. Contact us and a member of our team will respond to you about your enquiry.

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