We were challenged to create a genuinely engaging campaign to raise awareness of and tackle a lack of understanding in relation to perinatal mental health, especially in areas of deprivation and in specific BAME communities.
We used co-production research techniques to gather key insights to help inform the creative. Identifying and overcoming barriers, such as specific language and visual cues enabled us to work with our respondents to craft executions which were impactful and engaging.
We looked at, and beyond our audience profiling to identify key channels for this campaign. Understanding the implications of how our audience may be feeling or behaving helped us to choose channels where they were more likely to connect.
The campaign ran on OOH digital 6 sheets, door drops using handpicked postcodes, and social media.