Client
Pan American Health
Organization (PAHO)

Category
Campaign
Design
Video

Deliverables
Video
Social Media
Campaign Look & Feel
Influencer Marketing Strategy
Paid Advertising Implementation
Design & Layout of Schools Resources
Campaign Monitoring & Evaluation

Reducing the stigma towards mental health

Background

Multi-national campaign to raise awareness about mental health

The Pan American Health Organization (PAHO), serves as the regional office for the World Health Organization (WHO) as it works with countries to improve and protect people’s health. They approached Rooftop with a goal of developing a multi-national campaign that could speak into the topic of mental health with a focus on World Mental Health Day.

Challenge

Mental health awareness: Encouraging conversation and engagement through audience analysis, key messaging

Knowing that we’d be communicating with such a diverse audience across 14 countries, we aimed to create a campaign that was easy to understand and get involved with the goal of engaging our audience, raising awareness and reducing the stigma around mental health. To do this, we created key messaging based on the human insight of sharing – we all share, online and in person, fact or fiction, it’s part of who we are. We wanted to inspire people across the Americas to share about their mental health, to get the conversation started and to shed light on the challenges faced by those who fall victim to stigma and discrimination.

Solution

Building an inclusive, supportive environment to shine a light on mental health challenges

The campaign, titled #DoYourShare, focused on the value of creating an inclusive and supportive environment as it encouraged everyone, regardless of their mental health, to play their part. To spread the message, we created a suite of assets that could be rolled out across social media (organic, paid and via influencers), OOH, newspaper and radio, and in schools, hospitals and targeted locations. Assets included video, visuals, animations, a Facebook frame and Instagram sticker, print and tactical installation components, all produced in the 3 languages relevant to the campaign (English, Spanish, and Portuguese).

The Result

The #DoYourShare successfully helped raise awareness about mental health across all social media channels

The campaign video was watched 2.2 million times on PAHO channels.

The #DoYourShare campaign content generated 123 million impressions on PAHO channels.

4.6 million people were directly reached through PAHO channels.

Influencers that participated in the campaign published 26 posts across their accounts and helped obtain a total reach of 3 million and 33.6 million impressions.