The MindMate project, commissioned by NHS Leeds Clinical Commissioning Group (CCG), aims to help young people explore emotional wellbeing and mental health issues and offer information about where further support is available. It also provides parents, carers and healthcare professionals with the information and resources they need to support young people with their mental health.
When HMA won the contract to initiate a social marketing campaign for MindMate, the website had been in existence for some time. The brief was to raise awareness of MindMate within and around Leeds, with a specific, measurable goal to encourage the primary audience of 18-24 year olds to use the website independently.
From website analytics it was clear that the primary audience were using the website during daytime hours, leading to the assumption that they were logging on during school or college hours, under the supervision of a parent, carer or teacher.
One of the key metrics that would indicate 18-24 year olds were visiting the website independently would be a rise in sessions from this demographic during the evenings and weekends.
Alongside this, we also established clear project goals to:
- Increase the share of traffic from social media referrals
- Increase the share of traffic coming from the 18-24 age group
- Maintain the level of website traffic from other age groups
- Increase visits to the ‘I’m 17 and Under’ section of the website
Part of the initial brief was also to ensure that this was seen as a knowledge transfer project and that the work we delivered enabled the communications team at the CCG to continue the work once the strategy and initial implementation had been delivered.