Digital & Social Media
Building on the success of our client’s award-shortlisted campaign from 2023, we aimed to take this year’s Mental Health Awareness Week initiative to new heights. Our goal was to expand the campaign, offering a wider range of activities and more opportunities for community engagement, ensuring even more people could get involved.
For Mental Health Awareness Week 2024, we launched ‘The Little Things’ campaign, aimed at highlighting the little things people can do in their daily lives to improve mental health and raising support and awareness around a topical issue. The campaign also aimed to tackle this year’s national theme of ‘Movement – Moving More for our Mental Health’.
Throughout the week, we ran a series of in-centre and online activities to entice consumers to engage with this important theme and get involved. This included a series of themed days across the week, partnering with Mental Health and Wellbeing specialists to elevate the campaign to the wider community, partnering with an award-winning influencer in the mental health and wellbeing space, Jessica Ward who has previously worked with the likes of the UK’s Youth Mental Health Ambassador, Dr Alex George. This partnership enabled us to achieve a wider digital presence around what we were trying to achieve, and offering free activities and resources that the community could easily tap into.
The campaign featured a different theme for each day of the week, highlighting simple yet impactful ways to support mental health. One of the key events was “Dance a Little” day, which coincided with National #WearItGreenDay. The centre’s mascot, Topsy, helped bring the festivities to life by handing out free hugs, collecting donations for the Mental Health Foundation, and dancing the Macarena. Both Topsy and the centre team dressed in green to show their support for the day.
We also hosted two social media competitions: the “Win a Little” voucher bundle and the “Care a Little” wellbeing hamper, encouraging more community engagement. Other themed days included “Laugh a Little” and “Learn a Little,” which promoted mental health resources provided by our leisure tenants and retailers. We also launched a “Wellbeing Tips” webpage, offering a calendar filled with positive activities and resources.
The focus of each themed day was to showcase the diverse range of activities that can have a positive impact on mental health, encouraging people to find simple ways to improve their wellbeing.
The campaign, implemented within a budget of £1,000, generated significant positive consumer sentiment and engagement from the community. Overall, the campaign generated 29,212 engagements. Social media achieved a reach of 38,328, including generating 67 new followers, which was an uplift of 235% in terms of followers against our previous 2023 mental health awareness campaign. Across 18 social media posts that were put out, we gained an average reach of 1,762 per post, a 17% increase on the 2023 mental health awareness campaign.
On our main website campaign page, we gained an average engagement time of 56 seconds, more than double the average of 27 seconds over the past year. On the mental health activity calendar and resources page, we saw a 10% increase on dwell time on this page during the campaign period, versus the average dwell time over the past year.
Overall, the campaign resonated strongly with the community, bringing people together around an important issue.