72Point worked on an integrated campaign with The Mental Health Foundation.
The client commissioned a survey of 2,000 UK adults to find out what we really mean when we say ‘I’m Fine’. It found that the average adult will say ‘I’m fine’ 14 times a week, although only 19 per cent really mean it. Almost a third of those surveyed admitted that they often lie about how they are feeling to other people, while one in ten went as far as saying they always lie about their emotional state.
We accompanied the resulting news story with a video which our team distributed to relevant digital media.
The survey and video were part of the charity’s ‘I’m Fine’ campaign which urges people to be more open and honest about mental health.
Methods and tools:
News copy writing
Newswire and digital distribution
“It captured the essence of a problem that’s rarely talked about and brought it to the surface of public awareness. It managed to hit a societal pressure point, and the high levels of media interest and public engagement reflected this. Through the awareness campaign supported by this video, over seven thousand people have texted to receive free mental health tips with many thousands more clicking through to the campaign page online” – Cal Strode, Senior Media Officer For The Mental Health Foundation
The Mental Health Foundation’s story was featured on major news sites in the UK, including the Huffington Post, MailOnline, Yahoo, Metro, The Sun and Express The story also made the national print press landing in the Daily Mirror, Daily Express, Sun and the Daily Star.