On behalf of the Beisheim Foundation, the design agency Meiré und Meiré developed an information portal on depression and mental health in children and adolescents: ich-bin-alles.de. All content is based on the profound knowledge of child and adolescent psychiatry at the LMU Munich and is compiled and prepared in a way that is appropriate for the target group. But how do you make those affected, their friends and also parents and other adult caregivers aware of this platform?
In order to address the target groups exactly where they are and spend the most time, a social media strategy was developed. Organic channels were set up on Facebook (for adults), Instagram and TikTok (for young people). A detailed editorial plan ensured that interesting and relevant content around the topic of depression and mental health in children and young people was continuously posted over a period of months. In order to accelerate the build-up of reach and awareness, paid ads were also placed on the same channels as well as on YouTube. Influencers also helped to raise awareness of the project at the launch of the website.
After only one month, the ads on social media already reached over 10 million impressions and over 50,000 clicks. Our influencers' posts were viewed over 300,000 times on TikTok and received a total of 25,000 reactions. This means thousands of young people now know where they can get information about depression - for themselves or their friends.