Wells Haslem Mayhew helped client Youth Insearch to send parliament and social media blue, raising awareness of youth suicide. Account Manager Stav Pisk explains.
On 13 February, Youth Insearch launched its Blue Heart campaign to raise awareness of youth suicide.
Suicide is the biggest killer of Australians aged 15 to 24.
Wells Haslem Mayhew helped Youth Insearch spread its message of hope to thousands of people across Australia.
The aim of the campaign was to activate people to start a conversation on youth suicide, breaking the stigma and encouraging young people to seek help.
Blue Heart was a truly integrated campaign. We leveraged the power of social media influencers to target young people and the gravitas of federal politicians to target the wider community.
We wanted to reach young people from all walks of life, across the country, and so we approached influencers to help spread awareness. Blue Heart influencers included journalists Julie Snook (Channel 9) and Lisa Hamilton (MTV), comedian and presenter Ciaran Lyons (Triple J), sports personality Phil Gould, actors Hugo Johnstone-Burt and Ezekiel Simat, and model Melanie Jarnson.
We worked in partnership with IPREX partner InsideOut PR to reach online communities. InsideOut PR’s #AsSeenOnScreen influencer management branch connected us to various bloggers in fashion, beauty, lifestyle, parenting, wellness, and food.
The influencer campaign was implemented in two phases. In phase one, influencers shared photos of themselves wearing white tees with a big blue heart on the front. The accompanying captions were elusive, encouraging their followers to tune in the following week.
Meanwhile, Youth Insearch supporters Julian Leeser MP and the Hon. Linda Burney MP helped distribute Blue Heart pins to their party colleagues.
On 13 February, social media and Parliament House were coloured blue. This was phase two: the big reveal. Influencers revealed the meaning of their initial post, explaining the Blue Heart campaign and turning followers to the Blue Heart website.
In Canberra, dozens of politicians wore the Blue Heart pin and several MPs made a speech in support of Blue Heart and Youth Insearch. These included: Minister Paul Fletcher, Assistant Minister Michelle Landry, Alex Hawke, Julian Leeser, and Barnaby Joyce. Labor members Tanya Plibersek, Terri Butler, Cathy O’Toole, Patrick Gorman, and Mike Kelly (among others) wore their Blue Heart pins with pride.
Together with Youth Insearch, we created a dedicated Blue Heart web page on the Youth Insearch web page. The website was a hub of information and resources, encouraging people to talk about youth suicide openly and giving them the tools to do so.
The Youth Insearch website experienced a 142 per cent increase in visits.
Through the influencers, politicians, and corporate supporters, Youth Insearch’s message of hope was seen by approximately:
273,383 people on Instagram.
118,605 people on Facebook.
127,500 people on Twitter.
The campaign forged stronger relationships between Youth Insearch and parliamentarians.
Many of the influencers involved will continue their partnerships with Youth Insearch.
Blue Heart sparked conversations about youth suicide online and in Canberra, shining a light on Youth Insearch’s work to prevent it.
The Shell Issue 13
1. Co-CEO address, Benjamin Haslem
2. How Shooters, Fishers and Farmers tapped a well of resentment to reshape the political landscape, Alexandra Mayhew Hills
3. The rise of activist lobby groups in Australian politics, Larissa Jaffé
4. Social media and the art of political persuasion: No one changes anything, and everyone’s pi__ed, Benjamin Haslem
5. 2020 US Democrats: The New Guard, Isabelle Walker
6. Social media influencers and Federal politicians don blue hearts to fight youth suicide, Stav Pisk
7. New trends in banking? Answering brick bats with bouquets, Kathy Lindsay
8. Strong Australia-China relations important for maintaining trade flow torrent, David Croasdale & Maggie Chan
9. IPREX Highlights