SOCIAL INFLUENCER FILM: 15 MINUTES OF FURY

A mental health and football social media short film

Research

Researched statistics on suicide rates and access to mental health support in UK communities. It revealed that men aged 20-49 made up ¾ of all suicides in the UK. BAME communities had the least access to mental health support.

Strategy

Based on these insights we identified the need to reduce stigma around mental health conversations, a vertical that unites the target demographic and a platform with which they engage on a regular basis..

Creative

Produced a short documentary film led by social media influencers and mental health experts to weave a compelling narrative on the topic. This was aired across numerous prominent social channels. 

Results

The film was very well received and generated over 200,000 organic views in just 10 days, as well as receiving 1,500 comments, a 98.2% likeability rating and an average viewing time of 6-7 minutes. The social engagement data is being mined and analysed to produce a fresh set of insights to help address the issue in future content.

Social media Instagram Stories developed and given to influencers to promote the launch of the film:

Case study video:

Promotional posters:

Take a look behind the scenes: