Launching a convention changing charity.
Challenge
MQ were launching into a cluttered and established market so we needed to break through the charity category and create a bold vision. A huge lack of understanding of mental health required a big job to educate the target audience. We also needed to create empathy as there was a disconnect in this space.
Idea
Working with trusted partners that resonated with the target audience's interests to promote the mental health conversation in a space that the audience turn to for advice and opinion. To do this we developed a disruptive yet connected multi-media campaign. This included a content-driven partnership with The Guardian for credibility and education, a programme led Channel 4 campaign and OOH in affluent commuter areas. This was all supported by tightly targeted paid social activity.
![](https://sp-ao.shortpixel.ai/client/to_auto,q_glossy,ret_img/https://www.thevillagecommunications.co.uk/wp-content/uploads/2022/01/1.jpeg)
![](https://sp-ao.shortpixel.ai/client/to_auto,q_glossy,ret_img/https://www.thevillagecommunications.co.uk/wp-content/uploads/2022/01/2-7.jpg)
![](https://sp-ao.shortpixel.ai/client/to_auto,q_glossy,ret_img/https://www.thevillagecommunications.co.uk/wp-content/uploads/2022/01/3-4.jpg)
Results
The campaign broke through category norms with credible collaborations, powerful creative and meaningful conversation. It resonated with the target audience and beat all targets set - dwell time was up 221% with the ads resonating 3 x average. Unique visitors to the hub increased by 272%. This is just the beginning of MQ's journey and starting conversation in the right spaces has begun to educate those most likely to act.