#WeCanWeWill
Changing young people's attitudes about mental health.
- Client:
- Time to Change Wales
- Services:
- Campaigns, Content & Production, Digital, Graphic Design
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Brief
Mental health problems affect around 1 in 5 young people. Within the classroom setting, this equals six students on average. As a result of this, Time to Change Wales wanted to launch a 3-year social campaign, in addition to their Young Person’s Programme which they currently run in schools.
Find out more about TTCW 👉Solution
We developed a bilingual campaign identity, strategy and microsite. In addition to this, we created a range of social media content. For instance, producing 23 videos including a bilingual campaign video. Finally, we ran a launch event for young people in Cardiff and worked with the TTCW team on an ongoing basis for 3 years.
Results
• Reached +1 million people.
• Engaged +70,000 people.
• Over 100,000 video views.
Aspirational messaging
The messaging we chose for this campaign was #WeCanWeWill/#GallwnAGwnawn. This aspirational, open-ended statement, promoted the power young people have and created a movement. It was important to test the look and feel of this campaign with young people, so we ran focus groups at one of the pilot schools involved with the campaign. The aim of the focus group was to ensure that the messaging is tailored to the audience, in addition to the messaging being as relatable and successful as possible.
Creating a legacy
We designed and created a range of bilingual school resources and campaign materials, amplifying key anti-stigma messages which came as a result of our work with young people. Firstly, helping young people to talk about mental health. Secondly, helping parents and teachers to feel confident in supporting young people during these discussions. Lastly, the champion interview videos have educational value too. These form a discussion point in #WeCanWeWill school resources, as well as training and workshop presentations.
#WeCanWeWill Campaign Video
To launch the campaign, we created an English and Welsh campaign video. We worked with Alex Peel to write a poem for the video. This was then read in both English and Welsh by Anya, a Time to Change Wales Champion.
This campaign video aimed to create a movement of young people, who felt empowered to change the way people think and talk about mental health in the future.
Time to Change Wales Champion Videos
As part of the 3-year campaign, we created 16 videos in both English and Welsh to inspire and educate young people about other people’s experiences. We worked with the wonderful Time to Change Wales Champions, producing interview videos to share across social media, as well as integrating the videos with school presentations and resources for learning.
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