Stay Alive

Brief

Hitch was commissioned by Cheshire and Merseyside Public Health Collaborative (Champs) to produce and deliver a suicide prevention campaign to increase downloads of the StayAlive app. StayAlive is a suicide prevention resource, which encourages people to talk about mental health issues. The app is designed for people who are having suicidal thoughts or if they are concerned about someone who may be considering suicide.


Objectives:

1. Increase the number of downloads of the StayAlive app in Cheshire and Merseyside from 2,400 to 3,600 (50% increase)

2. Make suicide prevention support easily accessible for individuals and concerned others in Cheshire & Merseyside

3. Localise the national campaign to make it relatable for priority audiences


Approach

A short research phase was conducted to refine the target audience and develop appropriate creative and messages. From the research, and driven by local data, priority audiences were formed. The campaign assets were created to feature a visual pause, halt command and imperative command with the ‘Stop, download, StayAlive’ unique graphic.

 

Case studies were developed to be featured in the marketing and communications assets including videos. The case studies were local and reflected the priority audiences. The videos featured their personal stories of mental health issues and suicidal thoughts and encouraged viewers to reach out for help and download the StayAlive app.



A communications strategy, with a mix of stakeholders owning and amplifying the campaign on social media and digital, local media, plus paid for Google display advertising and Facebook/Twitter advertising was formulated.


Implementation


An information pack with digital assets for stakeholders and key partners was produced and distributed. The campaign activity was complimented by PR, including a press release for local media and owned media including a campaign Facebook page.

A campaign dropbox allowed stakeholders easy access to campaign assets. This also included a comprehensive stakeholder briefing, social media images and copy, posters, business cards, and GP waiting room screen information. New assets were produced at Christmas time to reflect the pressures of the festive season.


Results and Evaluation

The campaign exceeded all expectations:

Objective 1 - The number of downloads of the StayAlive app increased by 115% (5,148 users) - more than double the objective set out at the start.

Objective 2 - Suicide prevention support was made more accessible. Our digital advertising had over 4 million digital impressions and 25,800 clicks to the StayAlive app. There was also a 450% increase in engaged app sessions. There was a 67% increase in accessibility of suicide prevention services, with one service saying they had noticed an increase in calls.

Objective 3 - The national campaign was localised with the inclusion of local case studies. Clear evidence of best performing areas (in terms of clicks) as being our target demographics. Local media and stakeholders (including local authorities, councilors, partnerships, and NHS organisations) amplified the campaign further with their interest, support and positive stakeholder sentiment.

The people on the campaign materials looked like real people, rather than models. I think this makes the campaign more powerful and engaging.

Nominated for two awards "Best Health Campaign” and “Best Not-for-profit Campaign" at the Prolific North 2021 Marketing Awards.

We are continuing to work in partnership with Grassroots, the suicide prevention charity behind the StayAlive app, to deliver similar local suicide prevention campaigns around the country that signpost to the StayAlive app and save lives. Please get in touch for more details.

Copyright © 2021 Hitch