MASTERCLASSING

King's College London partners with Born Social to launch mental health campaign

Gabby Fernie

King's College London has partnered with social media agency Born Social to launch a social-first campaign exploring the mental health of the UK.

This is part of the college's ongoing research project - The Repeated Assessment of Mental Health in Pandemics (RAMP).

The COVID-19 pandemic has had a profound impact on the mental health of people all over the UK. As part of the RAMP project, the team aimed to take a reading of the nation’s emotional wellbeing, uncovering those who have been most affected.

Born Social has worked with the team to create a stigma-free campaign for social media that will encourage as many people as possible to respond across the country.

Leading with the headline statement, “Have you checked in on your mental health?”, the campaign uses real-life photos of people representing potential respondents and a combination of news feed, stories and carousel ads.

Since the campaign launched, over 6,000 people have participated, with a 50 per cent increase in sign-ups by males and a 20 per cent increase in BAME participants – addressing an earlier imbalance from respondents among both demographic groups.

“It’s been such a pleasure working with the Born Social team and I couldn’t be happier with how well the project has gone. We’ve particularly appreciated all their flexibility and advice on our journey through the diversity recruitment process. We would love to work together again in the future.” said Primary Investigator in the RAMP study, Dr Katherine S.Young.