CASE STUDY: Where's Your Head At - Right Tone in Lockdown

Provided by Bauer Media
The Where's Your Head At? campaign launched in May 2018

What was the Challenge / Background of the Campaign?

Shocking insight into our audiences lives revealed that work was the biggest cause of their stress. 47% said that work caused them the most stress with over 15% admitting that they have had time off due to stress in the last year. With the information that 1 in 4 people will face a mental health crisis in their lifetime, we were shocked by how few people were willing to talk about it. The statistics unveiled that 53% of people have experienced a mental health issue in the past year & of those who needed time off work, half told their bosses it was for a different reason.

What was the Campaign Objective?

The Where's Your Head At? campaign launched in May 2018 with two key objectives; 1) Drive social action and change the conversation around mental health in the workplace. 2) And ultimately, to change the law around mental health provisions in the workplace, giving mental health equal parity to physical health in the workplace.

What was the Solution?

Harnessing the power of our brands and using media for positive impact we created a social media campaign with all Bauer brands, talent and editors posting pictures and videos with the hashtag #WheresYourHeadAt while asking audiences to do the same. Mental Health special radio programmes were created dedicated to mental health. We partnered with Radiocentre and created celebrity led content that was broadcast on all Bauer stations in the form of, '60 second support' and a 'mental health minute'.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
All adultsBoth
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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