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WRITING A STAR PAPER IS REALLY HARD BUT WORKING WITH YOUR CLIENT CLOSELY CAN MAKE IT A WEE BIT EASIER. @s0methingsays
www.studiosomething.co
Som
eth
FRES ing H
9 Tolbooth Wynd, Edinburgh EH6 6DN, 07788 272570
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SHOULD I EVEN BOTHER? MEH!
YEAH!
@s0methingsays
www.studiosomething.co
9 Tolbooth Wynd, Edinburgh EH6 6DN, 07788 272570
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EVERYONE LIKES TO THINK THEIR WORK IS STANDOUT, AMAZING AND INTERESTING. BUT DOES YOUR WORK TRULY HAVE A GOOD MARKETING STAR PAPER IN IT? ASK 'IS THE WORK GOOD?' & 'DOES CAN I TELL A MEANINGFUL STORY ABOUT IT?' BE HONEST WITH YOURSELF AS THEY TAKE A REALLY LONG TIME TO WRITE.
@s0methingsays
www.studiosomething.co
9 Tolbooth Wynd, Edinburgh EH6 6DN, 07788 272570
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IT WAS CLEAR WHY THIS CAMPAIGN WAS NEEDED. 9 out of 10 young people with mental health conditions said they received negative treatment from others. Nearly half said this happened monthly, weekly or daily. From a See Me survey of 885 people, aged 15-25, only 37% said they’d tell someone if they were finding it difficult to cope, compared to 78% who would tell someone if they were physically ill. When asked how they cope with negative thoughts and feelings, only 21% said they would speak to someone. Hospital admissions due to self-harm are rising among young people in Scotland, in 2014 563 under 18's were admitted. Source: Figures from a BBC Freedom of Information Request 27% of young people do not feel supported to talk about mental health in their school, college, university, or workplace Source: From the Scottish Youth Parliament’s survey, Our Generations Epidemic, released in 2016 The same survey also found that 74% of young people do not know what mental health information, support and services are available in their local area These figures are evidence that today’s generation of young people are facing unprecedented levels of social pressure which can lead to serious mental distress. Our response, as a society, has not been anywhere near sufficient to answer this cry for help. Behind these figures are their families, friends and significant others who are also struggling to cope.
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BRIEF
TALK TO CHILDREN AND YOUNG PEOPLE ABOUT MENTAL HEALTH. @s0methingsays
www.studiosomething.co
9 Tolbooth Wynd, Edinburgh EH6 6DN, 07788 272570
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IT'S OKAY TO...
@s0methingsays
www.studiosomething.co
9 Tolbooth Wynd, Edinburgh EH6 6DN, 07788 272570
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MENTAL HEALTH AFFECTS US ALL AND EVERYONE SHOULD UNDERSTAND THAT IT’S OKAY NOT TO BE OKAY. IT IS NORMAL TO HAVE SAD/BAD TIMES. 1 in 10 young people will experience a mental health problem, but the real figure may be even higher as research found a large number were too scared to talk about it or didn't know how to. To counter this we created an animated film for See Me Scotland called 'It's Okay To' that was distributed online and in cinemas, the thought behind the campaign was that :'It's Okay To Not Feel Okay' We wanted to create something that gave young people the confidence to know that whatever made them feel anything less than their best was okay. Nothing was too trivial. Click Image to play film.
@s0methingsays
www.studiosomething.co
9 Tolbooth Wynd, Edinburgh EH6 6DN, 07788 272570
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RESEARCH AND THE BRIEF INFORMED US THAT CHILDREN AND YOUNG PEOPLE FELT THAT THEY WERE NOT BEING TAKEN SERIOUSLY ENOUGH, NOT BEING BELIEVED OR NOT PERCEIVED TO BEING ‘SICK’ ENOUGH TO DO ANYTHING ABOUT. ‘BURDEN OF PROOF’ AND BEING DISMISSED – ‘JUST TEENAGE BEHAVIOUR’ – ‘IT COULD BE WORSE’. Alongside the film we created a suite of gifs and assets that could be used by See Me to further the campaign on social channels..
Click Image to play GIFS
@s0methingsays
www.studiosomething.co
9 Tolbooth Wynd, Edinburgh EH6 6DN, 07788 272570
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OF THE 12-18 YEAR OLDS WE SPOKE TO A LARGE NUMBER OF THEM TOLD US THEY DIDN'T KNOW WHERE TO GO OR WHO TO GO TO FOR HELP. THEY ALSO TOLD US THEY HAVE DIFFICULTY EXPRESSING FEELINGS – THEY FELT THEY LACKED THE 'RIGHT' WORDS.
To make it easier for young people to tell us how they felt, we created a bespoke website that allowed them to confidentially post their feelings to, share what worried them and also to 'show their support' for other people's feelings that they might agree with. We also allowed our users the chance to say whatever worried them, barring slight moderation, we wanted to give them the opportunity to say in their own words what worried them. It also linked directly to the See Me website which hosted all the information they might need if they wanted to talk to someone. Click Image to see site.
@s0methingsays
www.studiosomething.co
9 Tolbooth Wynd, Edinburgh EH6 6DN, 07788 272570
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"SEE ME HAS WORKED WITH STUDIO SOMETHING ON 4 CAMPAIGNS TO DATE AND I BELIEVE THAT TOGETHER WE HAVE PRODUCED SOME OF THE MOST EXCITING, CHALLENGING AND EFFECTIVE MENTAL HEALTH CAMPAIGNS EVER SEEN IN THE UK. THE TEAM AT STUDIO SOMETHING ARE WITHOUT A DOUBT THE MOST CREATIVE BUNCH OF GUYS THAT I HAVE EVER WORKED WITH. WE HAVE AN HONEST, OPEN RELATIONSHIP WHICH ALLOWS US TO CHALLENGE EACH OTHER MAKING SURE THE END RESULTS HIT THE MARK. THEY ALWAYS PUSH THE BOUNDARIES OF TRADITIONAL MENTAL HEALTH CAMPAIGNING AND I LOVE WORKING WITH SUCH A PASSIONATE TEAM WHO ARE GENUINELY COMMITTED TO OUR CAUSE. THIS SHINES THROUGH ALL THEIR WORK." LISA COHEN SEE ME SCOTLAND NATIONAL PROGRAMME MANAGER
@s0methingsays
www.studiosomething.co
9 Tolbooth Wynd, Edinburgh EH6 6DN, 07788 272570
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IT'S OKAY TO... NOT TALK ABOUT A GOOD PIECE OF THE CAMPAIGN IF IT DOESN'T FIT IN THE PAPER @s0methingsays
www.studiosomething.co
9 Tolbooth Wynd, Edinburgh EH6 6DN, 07788 272570
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#MYUNFILTEREDLIFE
@s0methingsays
www.studiosomething.co
9 Tolbooth Wynd, Edinburgh EH6 6DN, 07788 272570
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INSTAGRAM, A PLACE WHERE EVERYTHING IS GREAT, NO ONE'S BABY CRIES, EVERYONE'S DINNER IS HEALTHY AND NO ONE POSTS THE SHITE DAYS. BASICALLY, NO ONE IS POSTING THEIR 'REAL' LIFE. Instagram is a tough place to be if you are having a shite day, from the outside looking in it can seem like everyone's life is better than yours. We know that this isn't true but if you are suffering from mental health that might not be any solace or even something you let yourself think about. To counter this we wanted to start a campaign, #myunfilteredlife that encouraged users to share a photo that shows their real life, not the filtered, self-edited perfect version of their life. To champion the down days as much as the up days. With zero media spend we increased See Me's follwing to 3000 followers in a month and, more importantly, gave 1200 people the confidence to share some of their most personal and honest stories of mental health. The hashtag is still to this day used regualry as a way for people to be honest about how they feel on social media.
@s0methingsays
www.studiosomething.co
9 Tolbooth Wynd, Edinburgh EH6 6DN, 07788 272570
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GIVEN SEE ME A REASON TO BE ON INSTAGRAM.
@s0methingsays
www.studiosomething.co
9 Tolbooth Wynd, Edinburgh EH6 6DN, 07788 272570
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IT'S OKAY TO... ADMIT YOU DIDN'T KNOW STUFF ALONG THE WAY @s0methingsays
www.studiosomething.co
9 Tolbooth Wynd, Edinburgh EH6 6DN, 07788 272570
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How research, insight and creativity helped See Me create a platform for young people to talk about their Mental Health across Scotland.
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UNDERSTANDING OUR AUDIENCE We believed the best way to tackle the issues for young people was to work alongside them, actively involving and engaging them to lead the change. We worked with a core group of 18 young people, aged between 16-25 to develop the creative brief, all had shared experience of struggling with their mental health. And all were unable to receive the help they needed until they reached crisis point. Several had experienced hospitalisation and long periods of absence from school.
Further insight was gained through pre-testing creative ideas in four focus groups with pupil aged 14-18 in two schools: Leith Academy who currently have limited mental health activities and Wallace High who had worked with See Me through an embedded programme. The inclusive process allowed us to thoroughly understand what mattered to them and how they socialised online and offline. It defined our strategy, creative approach and highlighted the best opportunities and mediums to engage with them. It revealed the big issues affecting young people’s lives and impacting on their mental health and wellbeing. From worries about money, questions around sexuality, to education, family, and concerns over their bodies.
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ORIGINAL RESEARCH STIMULUS
"I'D NEVER SHARE THIS, I'D WATCH IT IN MY ROOM WHEN NO ONE WAS AROUND." “WE DON’T USE EMOJIS. EMOJI’S ARE AN OLD PERSON’S LANGUAGE."
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WHAT WE LEARNED “WHEN WE DO TALK WE’RE NOT TAKEN SERIOUSLY” “I WASN’T BEING BELIEVED, I WAS TOLD I WASN’T SICK ENOUGH TO DO ANYTHING ABOUT.” "I WAS TOLD IT’S ‘JUST TEENAGE BEHAVIOUR’ – ‘IT COULD BE WORSE’ – THERE WAS A BURDEN OF PROOF’ ON ME." "WE’D SAY ‘SHITE’ NOT ‘CRAP’’
"NO-ONE EVER GAVE ME ANY INFORMATION. NO-ONE TOLD ME WHAT TO DO NEXT." "I JUST DIDN’T REALISE HOW ILL I WAS. I THOUGHT IT WAS SOMETHING ELSE." ‘I KNEW I DIDN’T FEEL RIGHT, SOMETHING WAS WRONG, BUT I HAD NO IDEA WHAT TO DO. I HADN’T A CLUE WHERE TO GO OR WHO TO GO TO FOR HELP.’ ‘I WANT TO TALK ABOUT IT BUT I DON’T KNOW WHAT TO SAY’
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The research was critical, guiding us to create the right work for the audience.
Their top concerns informed our messaging and execution. They wanted to retain anonymity amongst peers. They demanded we address concerns about not being taken seriously. They recognised their inability to identify when they were struggling and how to articulate this. Who we should target and how to be age appropriate. The views of a 14 year old are very different to an 18 year old. It meant that to ensure our message would be listened to by all ages, the voiceover was delivered by a 16 year old as it was seen as acceptable to both a 14 year old and an 18 year old. Ensure only the most relevant media were used. Through research it was clear that they would watch or download information in private but were unlikely to share it (sharing could be seen as a ‘red flag’ or worse ‘attention seeking’). We therefore focused purely on the channels that would give us the biggest reach and visibility namely; Cinema, YouTube, Facebook and Instagram. What we should avoid in a campaign. Scare tactics, guilt about the impact of the illness on others and ‘triggering’ – showing an outcome. Using any form of language that could be deemed 'adult teling kid how to feel'.
Due to the diversity of what made young people feel less than okay we knew that that we couldn’t cover every single worry and concern to allay their fears and make them feel okay BUT the most important message that we could deliver and what they told us would provide the most reassurance was simply, no matter what makes you feel this was, ultimately -
'IT'S OKAY TO NOT BE OKAY.' We had our campaign proposition. We then brought it to life.
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IT'S OKAY TO... SHOW IT WORKED! @s0methingsays
www.studiosomething.co
9 Tolbooth Wynd, Edinburgh EH6 6DN, 07788 272570
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YOUNG PEOPLE STARTED TALKING "Love this so much - it's so encouraging to young people like me. Proud to be Scottish with this, and this will help a lot of people."
"This seriously motivated me right before my prelims, thank you SeeMe Scotland!"
"This applies to all kids everywhere good effort. Love from India. Peace to all children."
"I saw this as an ad before I went to school and this has actually motivated me for the day ahead. Even more proud to be Scottish after seeing this."
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THEN THE WORLD NOTICED
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REACH AND VALUE 63 media mentions including national TV news, national print media and national broadcast, online coverage and local coverage with an estimated reach of 2,500,000, and estimated value is around £80,000* From an audience who told us they wouldn't share this.
PAID SOCIAL
3.5m
86k
IMPRESSIONS
100% VIDEO VIEWS
459k
90k
IMPRESSIONS
*Source: Kantar media monitoring sevice
PRE-ROLL VIEWS
13k WEBSITE VISITS
7k
REACTIONS
464k
IMPRESSIONS
1k
SHARES
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ORGANIC
#ItsOkayTo reached over 700,000 people on Twitter and Instagram in the first week of the campaign going live.
116k
14-16 YEAR OLDS
120k
17-18 YEAR OLDS
AGE SPLIT ENGAGEMENT ACROSS SOCIAL MEDIA
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SEEMESCOTLAND.ORG 21st Nov - 31st Dec (vs previous period)
12.1% PAGE VIEWS
Young people were directed from its okay.tv to seemescotland.org to seek more information if needed. This resulted in a dramatic increase of young people visiting the SeeMe website.
26.1% AVG. SESSION DURATION
NEW VISITOR RETURNING VISITOR
910%
29.3%
YOUNG PEOPLE PAGE VIEWS 70.7%
26.1% NEWSLETTER SIGN UPS
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ITSOKAY.TV 21st Nov - 31st Dec (vs previous period)
12k
PAGE VIEWS
9k
EVENT - FLAG (LIKE OR AGREE)
8k USERS
1k
PERSONAL MESSAGES SUBMITTED
WE ARE: (You want to make something?)