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Challenge

To maximise coverage of the launch of 50808, a mental health text service funded by the HSE. We were tasked with positioning the service for 16-34-year-olds, with a particular emphasis on young men and young LGBTI+ people.

Approach

With a focus on the stories behind the numbers we brought to life the need for such an accessible mental health service for young people touching on the service’s innovative use of Artificial Intelligence and dedicated trained volunteers.

In light of Covid-19 restrictions, we pivoted our launch strategy and produced one of the first ever entirely digital events via Zoom Webinar, hosted by Doireann Garrihy and featuring Minister Simon Harris, Minister Jim Daly, HSE Chief Operations Officer Anne O’Connor and a panel of Crisis Volunteers. Our news generation included the development of inspiring Crisis Volunteer Case Studies.

We delivered a Digital Marketing campaign alongside our PR campaign involving influencers and stakeholders. All content positioned 50808 as a service that’s here to provide everything from a calming chat to immediate support for people going through a mental health or emotional crisis – big or small.

50808 Irish Independent Coverage

Results

We secured a total of 98 pieces of print, online and broadcast coverage and the digital launch event resulted in over 300 participants. Texter volume numbers increased by over 300% from pre-launch pilot phase and the planned advertising campaign was postponed due to the enormous success of the PR launch.