The digital-first campaign encouraged young people to utilise an emerging social media app, BeReal, to be open and honest with their friends about their mental health. Despite the negative effects of social media on mental health, 16–25–year–olds are the biggest users of social media platforms in the country. We decided to turn this challenge into an opportunity and meet the audience where they were at. We wanted to empower them to use this platform to be open, honest and authentic, in contrast with the typical highlight reel of other social media platforms.
Pluto Transposed 100% 8 G2 Start conversations among the audience about Mental Health
Start conversations among the audience about Mental Health
Empower the audience to speak about their Mental Health
Empower and encourage audience to use social media for good
Create awareness that spunout are there to help with support and resources
Once a day, BeReal notifies all users that it’s time to post on the app, with a 2-minute timer on the clock. BeReal is an alternative to the hyper-curated social media we’re used to. No getting the perfect shot, these photos are rough and ready to show and tell what you’re up to.
We engaged TikTokers Caoimhe Byrne and James Doyle as Campaign Ambassadors who helped launch the campaign through a series of video content posted on their channels organically and reshared by spunout.
Spunout had a presence on BeReal themselves, posting daily and providing supportive information We created supporting content for spunout’s social channels to sign post young people to guidance they might need like “How to open up to someone about your mental health” “How to be a good listener” which
720,300 were reached organically through the campaign ambassadors owned channels.
PR reach amassed approximately 2.4 million people, with placements on Irish Independent, and Spin103.8 among other national media outlets.
A further 187,000 people were reached with primary and supporting campaign content organically.
While paid social ad placements amassed 900,000 viewers Articles signposted to during the campaign were read 7,208 times.
Frankfort House,
Vergemount Hall,
Clonskeagh Road,
Dublin 6.
