Executing a multi-channel campaign resulting in engagement and social awareness

Challenge

RUOK? is a suicide prevention charity in Australia, encouraging all of us to notice the signs of mental health struggle in friends, family, and colleagues and look to connect with them through conversation. One of the biggest events in their calendar is RUOK? Day in which they look to find channels to further awareness of symptoms, preventions and actions that can be carried out to prevent a tragedy like suicide cutting short a person’s life. 

Solution

After evaluating the target audience using customer segmentation data such as senses and other consumer transactional information provided from high quality data partners, Experian, we identified the best methods for messaging these targets and orchestrated an out-of-home campaign that focused on three key areas such as producing billboards, use of assets held by the Roads and Transport Authority (e.g. bus shelters, buses, trains), props for social media campaigns, exploring affiliate distribution channels for long term awareness resonance.

We acquired all digital assets for the campaign and sourced print and digital materials from local suppliers focused on branded window decals that were placed on bus and train windows, bus shelters and other high traffic areas identified during our geo-location targeting, corflute ‘speech bubble’ props produced for RUOK? Identified brand ambassadors used the same creatives to engage their social media followers social with posts to Instagram, Facebook and Twitter.

Outcomes

• Through customer segmentation data analysis, the campaign successfully identified the best methods for effectively reaching and messaging the target audience
• .The orchestrated out-of-home campaign focused on producing billboards and utilizing assets held by the Roads and Transport Authority (bus shelters, buses, trains). This approach ensured a wide reach and increased visibility in high-traffic areas.
• Partnering with relevant affiliates expanded the campaign's reach and impact beyond traditional channels.
• Branded window decals placed on buses, trains, and bus shelters in identified high-traffic areas ensured maximum exposure and consistent branding.