YourMentalHealth.ie is a website provided by the Health Service Executive (HSE) in Ireland. It serves as a comprehensive online resource for mental health information, support, and services.
With over 100,000 employees, the Health Service Executive (HSE) provides public health and social care services to everyone who lives in Ireland. By coordinating resources and efforts across eleven regions, the organisation aims to provide everyone in Ireland with high-quality health services. The HSE’s Mental Health Team was already using social media to promote positive protective behaviours for mental health. But they wanted to elevate their online efforts so they turned to DEPT® to help them deliver a thoughtful approach that catered to their audience’s needs.
HSE used social media to talk about an often-neglected topic: mental health
Our health encompasses many aspects yet one element that is often neglected is our mental health. HSE’s Mental Health Team wanted to continue the conversation around mental health, an important topic that many people still feel uncomfortable discussing. So, the team turned to DEPT® for help. The Dutch and Irish teams worked closely together to create an always-on Facebook and Instagram campaign which would appeal to their target audience.
With the text and images in place, we created two versions of each ad, one that had an informative tone of voice and one with a more personal tone. The two options were A/B tested to see which one would perform best before being posted on the company’s social media. This ensured HSE only pushed out the top-performing posts.
The aim of the campaign was to reach as many people as possible, but with the right message. As everyone has different struggles depending on their age and stage in life, we wanted to ensure that the same campaign was not seen by everyone. So we harnessed the power of data to hyper-target the ads. We created different target groups and, within that, separate audiences for each Facebook and Instagram post our team created. This ensured that the right content and social post was shown to the right people. For example, parents were only shown parenting content. In comparison, elderly people were shown tips on how to keep healthy even if they had limited mobility. However, some posts were meant for the more general Irish population and so targeting was adjusted to reflect that on both Facebook and Instagram.
Now, unlike most social strategies, the aim in this context was not to increase engagement or grow the team’s online presence. So instead success was measured via the various campaigns’ reach and awareness raised. So, over a period of five months, this is what our team achieved:
2.3 million people reached
21k click-through links to suggested resources
1.2k shared posts and 550 saved posts
Together, we elevated the team’s social media strategy by harnessing the power of creativity and data to reach the right people with the right message and resources to ensure no one forgets to take care of their mental health.
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