Mental support through social media
Social media as a way out of the crisis: the social impact start-up Mental Health Initiative (MHI) wants to use social media such as TikTok and Instagram to promote the mental health of young people. An interdisciplinary team from 3pc developed the appropriate campaign for this.
Fighting depression with education
Anxiety disorders, depression, bulimia: the pandemic has left deep psychological scars on many children and young people. Added to this are school stress and fears about the future. The MHI offers support - with the internationally tried and tested Youth Aware of Mental Health programme, or YAM for short, which the initiative introduced in Germany. According to studies, actively educating young people aged 13-17 about mental health reduces suicide attempts, suicidal thoughts and new cases of depression by 30 to 50 per cent. Until now, this education has mainly taken place in the school context - now the MHI is breaking new ground.
Close to everyday life and reality
YAM should reach more young people - and what could be better suited to this than the social media Instagram and TikTok, which are popular with young people? So 3pc developed a campaign that transferred the programme's content to social networks. To this end, a team consisting of volunteers and MHI employees first took part in a creative workshop to identify potential target groups. Who exactly should YAM reach with the social media channels? What is the message? What are the underlying communication goals? 3pc then developed initial ideas for translating the YAM content into social media storytelling.
... and what do the young people say?
In a second workshop, the target group (11 young people aged 13 to 18) actively participated in order to evaluate and further develop the previous ideas. The results of the workshop served 3pc as a template for the development of possible TikTok and Instagram formats, which were tailored precisely to the needs and interests of the young people.
This is how we do it
Whether suggestions for campaign names, format design or possible content: Based on the workshop results, our team developed a strategy for the realisation of the campaign. The social media concept contains clear and concrete suggestions for action such as core messages and posting planning. There are also tips on community management and measures to increase reach, such as the use of influencers.