THE CHALLENGE
Video
APPROACHES
n = 130 in less than 1 week
The Inspire Ireland Foundation
call to action
Barnardos
Road Safety
Social Media
Traditional MH/stigma campaigns don't necessarily translate to social media
Serious and personal... 
Not entertaining... 
Hard to make funny...
Benefits & limitations
A "Do"  VS  a "Don't"
Message: don't drink and drive
Donate today, call us, trek with us, buy your wedding gown...
Clear Call To action
Clear social element
Socially significant, but
little social campaign element
Why is social media significant to a Mental Health campaign?
How many online tools does our audience use?
Australia is now at 30% "Facebook time" 
Boards.ie gets ~ 1.7mil hits a month
"So, is everyone reading/writing blogs?" No.
Trickle down influence and climb up
Where IS our target audience, btw?
Who will SM miss?
"Traditional campaign"
That'sNotCool.com
Why is a "young person's" styled approach important?
Mental health disorders can occur early, often persisting into adulthood
75% of mental disorders occur before age 25
“Most adult disorders can be reframed as extensions of juvenile disorders”
81% of young people in Ireland have, or are willing to, use the internet for mental health information
Refs: Twenge, J Pers Soc Psych, 2000
Kendall and Kessler, 2002
Kim-Cohen et al, Arch Gen Psych, 2003
Health Research Board, 2008
For our purposes, it's especially relevant that people use social media to:
Communicate with others
Gather information
Share or comment on stories
Express themselves
Challenge social myths
Promote meaningful causes
'traditional media' campaign
SOCIAL MEDIA and MH
Practicalities
Tips when starting out
Production
Text is good for detail
Visual is good for feeling
High & low end limits of video are diappearing
Who's producing it?
image by Brandon Christopher Warren at Flickr
Location - Person - Distribution
Piggyback (Dermot Whelan)
Get your audience involved
Experiment
Don't expect video to stand alone (compliment to events)
Play to your star's strengths (how do they communicate?)
But don't expext them to do your work for you!
Covered:
Anxiety & body image issues
Pressure from media
Unrealistic portrayals of beauty
CTA: recognise unrealistic expectations & surround yourself with supportive peers

Keeping it positive
This research demonstrates that antidrinking messages that highlight potential negative emotions associated with consuming alcohol can actually have the opposite of their intended effect and lead people to consume more alcohol under certain conditions. Specifically, the authors show that emotional appeals used in antidrinking messages that emphasize potential shame-causing and guilt-causing consequences associated with drinking alcohol can induce a defensive mind-set, leading people to underestimate their own susceptibility to these outcomes and thus causing them to engage in more drinking.
4/1/2010 Journal of Marketing Research
NIDHI AGRAWAL AND ADAM DUHACHEK: "Emotional Compatibility and the Effectiveness of Antidrinking Messages: A Defensive Processing Perspective on Shame and Guilt"
MH is...