What We Did
The campaign's objective was to generate awareness and get youth to register for this new free program.
Market Research Segment
We conducted primary literature research, email surveys of target group age range and a smaller number of in-depth in-person focus groups.
Creative Development Segment
Three themes/concepts were pitched based on the research; an approach was selected that targeted youths' sense of helplessness and positioned CAMH as the place where youth could be heard when they needed to talk. WeHearYou.ca was chosen as the campaign theme and landing page URL. We worked closely with the CAMH team to ensure ethical, legal and medical compliance in English and French.
Media plan
The campaign was heavily in-market where youth are. including social platforms, cinema previews, youth clubs and associated youth-service organizations.
Challenges
This program has a unique challenge due to the topic of discussion and the age of the population. Many platforms have specific rules around advertising and the conversation of addiction, alcohol, etc. Our representatives at most media platforms have worked closely with us to get Youth-VAST up on as many relevant channels as possible.
