Headspace DM BAD ADVICE by M&C Saatchi Sydney

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Australia
Agency M&C Saatchi Sydney
Executive Creative Director Ben Welsh
Creative Director Gavin Mcleod
Art Director Dan Bolton
Copywriter Barney Packham
Released April 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: HEADSPACE
Date of First Appearance: Apr 7 2009 12:00AM
Entrant Company: M&C SAATCHI/MARK, Sydney, AUSTRALIA
Executive Creative Director: Ben Welsh (M&C Saatchi/Mark)
Creative Director: Gavin Mcleod (M&C Saatchi/Mark)
Creative Director /Copywriter: Oliver Devaris (M&C Saatchi/Mark)
Creative Director /Art Director: Graham Johnson (M&C Saatchi/Mark)
Art Director: Dan Bolton (M&C Saatchi/Mark)
Copywriter: Barney Packham (M&C Saatchi)
Senior Account Manager: Annabelle Barnum (M&C Saatchi/Mark)
Planner: Colin Jowell (M&C Saatchi)
Media placement: TV - Channel 10 & Channel 7 - April 2009
Media placement: TV - Local Cinema Advertising - April 2009
Media placement: Online Display Banners - Nine MSN, The Fix,Dolly Website - April 2009
Media placement: Online Display Banners - Windows Live Hotmail, Fox Interactive - April 2009
Media placement: Online Display Banners - Myspace, Yahoo, Bebo, Fairfax Digital - April 2009
Media placement: Radio 3 Spots - Austereo Network - April 2009
Media placement: Outdoor - Adshell Billboards - April 2009
Media placement: Outdoor - Posters -Local Centre Distribution - April 2009
Media placement: Collateral - DL Flyer (Doctors Surgery) - April 2009

Describe the brief/objective of the direct campaign.
Headspace is a program that helps young people with emotional difficulties. Our task was to raise awareness of the program, and encourage troubled young people (and their families) to seek help early, either from Headspace itself or other appropriate services. Target Audience : Primary: Young Australians, aged 12 to 25. Secondary: Their parents and carers also needed to understand the message, to be prepared for issues the young people in their lives might face.

Explain why the creative execution was relevant to the product or service.
The creative tapped into a truth for young people with difficulties: their problems are often dismissed by others, or belittled with poor advice. We positioned Headspace as “Someone else to go to”, a place where they could be heard without prejudice.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
One in four young Australians will experience a mental health problem. But only 25% of those receive professional help. The mainstream health system is not well resourced to provide early intervention, and is intimidating to the average young person. What’s more, we needed to overcome the stigma associated with mental illness in the young, in a way they could relate to. Objective : Make 12-25 year olds aware that they have somewhere to turn to in Headspace, as measured by an increase in visits to the website, centre visits, Facebook friends, and website exit survey results.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

•On average, a day with advertising saw 55% more web traffic than a day without. •The correlation between number of spots on TV and radio and number of site visits was 0.92, indicating that the campaign was the primary source of awareness. •In our site’s exit survey, 63.7% said they had visited the site as a result of seeing the campaign. •Headspace also tracks referrals to their centres, with a strong increase in self-presentation and referral from family or friends, indicating a lift in awareness. •Before the campaign, roughly one new member joined headspace on Facebook every day. After, one new member joined every hour.