BBC Radio 1/ My Mind and Me Campaign
BBC RADIO 1 / MY MIND AND ME
DIGITAL CAMPAIGN MANAGEMENT
My Mind and Me is BBC Radio 1, 1Xtra and Asian Network's year long social action campaign exploring youth mental health.
Based on success of previous originated formats (such as My First Bars), appointed lead creative to deliver impactful digital-first content to a typically hard-to-reach target audience of 14-26 year olds.
IDEA + STRATEGY
Developed a strategy for engaging the audience through bespoke content created by their favourite acts.
Took the novel approach of forging collaborations between artists and fans to narrate their experiences and break the taboo around openly discussing mental health.
Managed the 9 month project from conception to the delivery of 3 short films featuring RAYE, Ella Eyre and Slaves. Roles included creative and editorial direction, securing funding and managing a budget, commissioning a production company, sourcing and managing contributors and talent, rolling out a syndication plan.
Strategically released the films on World Mental Health Day to form part of the organic conversation in social media (via #WorldMentalHealthDay). Published on the Radio 1 website, YouTube channel and in various formats for Instagram, Twitter and Facebook, including rolling out a schedule pre- and post release to tease content.
IMPACT + REACH
Original, high quality and distinctive content.
The films achieved reach of 500k across online and social platforms; a strong result for content intended to appeal to a niche section of the audience demographic.
Positive messages and comments received from young people across social media.
Notable recognition included Heads Together; the mental health initiative spearheaded by The Duke and Duchess of Cambridge and Prince Harry, and recognition from the controller of Radio 1, 1Xtra and Asian Network.