| Sector | Charity |
|---|---|
| Target Audience | 16-34 Men |
| Package | Film Pack |
| Media Agency | Medialab |
| Copy Length | 60" |
Background
- Whilst Mind has been gaining visibility and relevancy in recent years, they found that a gap in association between the charity and mental health services in certain groups had emerged.
- From their research, one of the groups that are most vulnerable and in direct need of Mind’s support are young men and so Mind set out to increase both ‘belief in cause’ and association with mental health resources among men aged 20-40 in London.
Plan
- The release of Doctor Strange in the Multiverse of Madness coinciding with Mental Health Awareness Week, Mind knew that their audience would be exposed to more content pertaining to Mental Health than normal, so this was an ideal time to target them with a creative campaign.
- Mind created two powerful films, featuring spoken word artists showing the different ways people talk about their mental health experiences, to show across films including Doctor Strange The Multiverse Of Madness, Morbius, Ambulance, The Unbearable Weight Of Massive Talent and The Northman.
- Using regional targeting, the ad played out in all London cinemas in the DCM portfolio, with OOH support in and around local tube stations.
Results
- The cinema campaign was a resounding success with Mind seeing a marked increase in both key measures they set out to improve:
- Agreement that ‘Mind are a charity that offer support for mental health’ increased by 7% among men aged 20-40 in London vs. pre-campaign levels, ahead of the 4% target increase.
- Mind’s ‘belief in cause’ score for this key audience also increased by 13% as a result of the campaign.
- In London, Mind also experienced a significantly higher YOY increase (8x that of the rest of the UK) in monthly website traffic highlighting how successful the campaign was in driving interest.