Carphone Warehouse and Heads Together - #ThereForMe
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- Carphone Warehouse and Heads Together - #ThereForMe
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- View.
The Challenge.
Undercurrent were presented with the complex task of a multi-channel charity campaign focusing on banishing the stigma surrounding mental health.
We needed to make ‘Heroes’ of individuals who have supported people experiencing mental health issues - thereby encouraging everyone to spot tell-tale signs and ‘be there’ for friends, relatives or colleagues.
The challenge involved diminishing stigma attached to mental health issues, whilst continuing to raise awareness of Dixons Carphone partners, 'Heads Together' and 'The Mix'.
more.
Delivery.
Our strategy being predominantly focused on social, we created a photography ‘Thank You’ campaign where people acknowledge an individual who has supported them through a period of emotional / mental instability by holding up their name within a campaign branded frame.
The physical frame was delivered to Dixons Carphone stores UK wide, with the online version accessible through a bespoke website. Our very own #thereforme photo booths were live at County Hall for the launch of Mental Health Week, attended by HRH Prince William, Harry and Katherine, Duchess of Cambridge, as well as The Dixons Carphone Auction, hosted by Andrew Castle & Jeffrey Archer. Photos were enhanced by a branded frame with campaign messaging and campaign hashtag as well as emojis and further graphics. Each was then shared with #thereforme.
Ta Da.
The social stats speak for themselves! Not only did our campaign generate 3.5m impressions on Twitter, but our hashtag was trending on 10th October (Mental Health Day.) Our thereforeme website also received nearly 6k page views within a few days.
““Thank you all so much! It looked amazing! Everyone should be very proud.”
”Zoe Bailie, Director of Brand and Innovation
The Mix