WHY
North Yorkshire County Council wanted a health campaign to encourage men aged 30-49 to engage with the Five Ways To Wellbeing by engaging in activities evidenced to improve mental wellbeing. This at-risk group often doesn’t engage with services and can ‘fall through the gaps’.
HOW
Qualitative research and concept testing with 126 men aged 30-49 from multiple ethnic groups informed the campaign’s design and delivery.
A multi- channel campaign with microsite, containing useful advice, information & signposting to local support and activities; social media accounts; advertising; posters, leaflets and beer mats etc.
Written in an informal, tone with behavioural language focused on what’s important to men with ideas for activities they could do linked to the ‘Five Ways to Wellbeing’: connecting with friends, being active and learning new skills.
The messages did not overtly focus on mental health and wellbeing but instead asked questions like “When was the last time you saw your mates?” to subconsciously prime men to consider the message without directly ‘telling them what to do’.
The campaign used retro-style imagery of superhero figures to evoke feelings of nostalgia and humour which tested well with the target audience.
WHAT
The campaign was evaluated six weeks after its launch. The Mates Time Facebook account gained 69,463 impressions, the website 1,297 engaged users, and a combined reach of 54,289. Facebook ads had 16,972 reach and 41,301 impressions. X posts were seen almost 75,000 times.
75% awareness of the campaign and message with 43% motivated to act. Seeing the campaign prompted them to get together with friends, engage in specific activities and join local groups.
The initiative was a finalist in the Public Sector Communications Awards and CIPR PRide Awards 2018. Piloted initially in Scarborough, Malton and Selby, the campaign is now being rolled out across the whole of North Yorkshire.
69,463
Facebook impressions
75%
Awareness of the campaign
42%
Motivated to take action
“ICE are real experts in their field. The relationship worked so well and was fantastic all the way through, with high quality work throughout.”
Vicky Waterson,
Health Improvement Manager
