Public Health England launched a nationwide Better Health – Every Mind Matters campaign to support people in looking after their mental health and wellbeing. As part of this campaign, Public Health England wanted to reach teenage audiences to raise awareness of the mental health resources available through the Every Mind Matters website.
In a recent survey, Public Health England found that almost half of adults (49%) felt that the pandemic negatively impacted their mental health and wellbeing. The research also revealed differences in the negative mental health impacts of the pandemic on younger people, with those aged 18 to 34 being more likely to report that COVID-19 has caused them more stress (51%) and made them feel more lonely (43%).
The Mental Health Matters campaign looked to reach teen audiences aged 13-18 years. This demographic has been hit particularly hard by the pandemic, and gaming was identified as a key environment these audiences would visit to escape and get a sense of control when people reported feeling very out of control.
Mobile was identified early as a critical device for young audiences. Smartphones had been a lifeline during the various lockdowns and felt like the most personal device for the campaign. The campaign delivered reward video advertising across Venatus’ portfolio of mobile gaming apps most popular with young teen audiences. Public Health England saw gaming as a safe and trusted environment for their target audience, making it an ideal environment to direct messaging around sensitive subjects such as mental health.
The creative used in the campaign included videos taken from the Public Health Englands 'Every Mind Matters’ campaign adapted to suit mobile audiences. These 30-second videos shared stories of other people struggling with mental health, offering advice on what to do to help them feel better, e.g. exercising, asking for help, and tips on protecting yourself on social media. Videos linked to a page dedicated to more videos on mental health and resources where teens could find support to help with mental health issues.
The campaign ran for four weeks throughout January and February 2021, running across EA and Rovio gaming apps to teen audiences aged 13-18 years. Targeting was optimised to ensure each view was to the correct audience to make the most use of the budget.
The campaign was delivered in full, receiving an impressive VTR of 91.0%, meeting the campaign’s goals and demonstrating the value of video formats in trusted gaming environments.
This result also highlighted the engaging nature of the campaign’s content. While VTR was a key metric, the campaign also encouraged further engagement seeing a CTR of 0.27%. Even in gaming environments, audiences felt comfortable and inspired to click through to find more resources which was a massive win for the campaign and its important cause.
„We really enjoyed working with Venatus throughout this great campaign. We were able to connect to the target audience at scale through Venatus’s diverse mobile gaming portfolio and deliver a video campaign that far exceeded the benchmarks and expectations set out. We would love to work with them again.”
Demos Flouri, Digital Account Director, MG OMD