Changing the way young people think and talk about mental health.
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 👉
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.
• Reached +1 million people.
• Engaged +70,000 people.
• Over 100,000 video views.
Firstly, there is stigma and discrimination surrounding mental health. However, young people have the power to change attitudes towards these issues. The campaign engaged young people, parents and youth-focused organisations both online and offline. Most importantly, the target was to engage 20,600 young people online over the programme. As well as supporting the rest of the TTCW team in reaching their targets.
The messaging we chose for this campaign was #WeCanWeWill/#GallwnAGwnawn. This is an aspirational, open-ended statement, promoting the power young people have. Importantly, we needed to test the look and feel of this campaign with young people. Firstly, 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.
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.
Time to Change Wales champion videos
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There’s a rustle in the Welsh woods that has been whispered about for generations. They believe it to be Blue. They say it’s not sasquatch, but Stag. All that’s been spotted is the odd antler in the overgrowth or hoofprint on the forest floor.
We’ve taken matters into our own hands and set up a series of cameras to try and locate Seb the Stag for ourselves. Brave visitor, can you help us in our quest to unravel the mystery and marvel at the myth?Launch forest cam