LADbible: Destigmatising mental health through their powerful content campaign

LADbible Group

UOKM8? is a socially driven content campaign to bring an honest and interactive discussion about mental health to the digital youth community. We look into how they made this Award winning entry for the 2017 DADI Awards, in the 'Best Use of Social Media' category.

Campaign

LADbible Group launched “UOKM8?” as a three-month campaign to raise awareness of male mental health issues in collaboration with CALM, Samaritans, Movember and the Mental Health Foundation. It is now an ongoing initiative. The campaign aims to develop the broadest understanding of mental health and suicide risk in the UK by gathering quantitative and behavioural data from the LADbible audience, through the use of questionnaires that sit alongside stories on mental health issues.

We also wanted to drive thought and discussion through a series of films directed by young British filmmaker Mollie Mills and a social takeover of mental health themed editorial content.

We know that our audience is hugely affected by these issues and that they need to feel that opening up is the brave thing to do. Around half of all British men between 18-24 follow LADbible and we believe that by opening up our platform so our audience can talk about these issues, we can persuade young men to give themselves permission to talk about the feelings of isolation, anxiety and depression that they currently keep secret. All the content was aggregated in a hub on LADbible.com.

Results

  • U OK M8? has reached 36 million people and drummed up 823,000 engagements across our social channels.
  • Our “Everyday Heroes” video series generated a total of 4.9 million views and reached over 11 million people.
  • The article element of the campaign, which covered topics like anxiety anger, PTSD and body dysmorphia, garnered over 390,000 clicks and reached another 11 million people.

The success of the campaign transcended big numbers about but sometimes it’s easier to forget that behind each digit is a real person and a real story. That’s why reading through the comments and seeing genuine reactions is what confirms that this campaign has resonated with our audience.

People interacting with each other and sharing real life experiences, helping each other, offering advice. It’s become a true conversation starter, which is the very reason we did it and the very core of what we as a business do. We pride ourselves on community and putting a smile on people’s face. And it feels more relevant now than it ever has.

After having surveyed 50,000 members of our community members through polls in each of the articles, we were shocked to see that 39% admitted they’d considered committing suicide on more than one occasion, whilst 24% admitted they had but it was “only” a fleeting thought. A terrifying thing to digest.

For more information on how to enter TheDADI Awards, and other awarding opportunities, click hereand you too could become highly commended.

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