Breaking barriers in mental health:
INAMI’s multichannel push
General Context
How can we raise awareness about mental health and improve access to care in a country where stigma remains a significant barrier? INAMI’s recent mental healthcare campaign tackled this critical issue head-on, aiming to break taboos, inform the public, and guide individuals towards accessible care options.
The campaign targeted two vulnerable groups: youth (up to 23 years old) and the elderly (65+), who often face difficulties accessing psychological care. Running in two waves across Belgium, it used a diverse media mix including radio, outdoor ads, posters, and social media, ensuring broad visibility.
The initiative was supported by survey data on mental health behavior, collected by INAMI and the Prime Minister’s Chancellery, which helped refine the messaging and better connect with the target audiences.
Client Objective
Raising mental health awareness: INAMI’s goal and objectives
INAMI aimed to prioritize mental health, encouraging individuals to seek the psychological support they need.
The campaign was structured around the SEE-THINK-DO framework to:
- SEE: Raise awareness of common mental health issues, such as stress and anxiety, tracked through reach, CPM, CPV, and website traffic.
- THINK: Encourage reflection on mental well-being, measured by CPC, CTR, engagement, and site visits.
- DO: Inspire practical actions, with success measured by engagement and website interactions.
blue2purple Approach
Strategically driving awareness through media mix and phased implementation
blue2purple implemented a two-phase strategy to boost awareness and encourage actions:
Wave 1 (March – April): Focused on maximizing reach and engagement.
- A robust national presence via Belgian radio and online audio ads.
- DOOH (Digital Out Of Home), display, and YouTube ads added visual appeal.
- Facebook and Instagram ads maintained continuous interaction through Meta platforms.
- A Google search campaign targeted users already familiar with the ads, driving them to the campaign website.
Wave 2 (May – June): Reinforced the first phase, focusing on younger audiences.
- Snapchat replaced radio to better connect with younger demographics.
- Social media engagement was sustained, with community management ensuring continuous interaction.
- An «always-on» approach ensured high visibility across all platforms.
Key tactical elements
- Comprehensive Media Mix: A diverse range of media channels—including radio, online audio, DOOH, display ads, YouTube, and OLV—was used to ensure maximum reach across demographics.
- Targeted Messaging: Radio spots were integrated into the DOOH campaign, ensuring audiences were exposed to the ads both on the road and at home.
- DOOH Retargeting: By leveraging Adsquare, we were able to retarget individuals who passed by DOOH screens, increasing ad frequency and engagement through mobile retargeting.
- Optimized Google Ads: In the second wave, search terms were refined based on insights from the first wave, driving an increase in website traffic and helping INAMI identify the regions with the greatest demand for mental healthcare services.
Results
The campaign exceeded expectations across all channels, delivering outstanding results:
Ad Recall
A 5% increase in ad recall in the second wave, with a 36% improvement compared to other radio campaigns.
A 5% increase in ad recall in the second wave, with a 36% improvement compared to other radio campaigns.
Increased Engagement
In Southern Belgium, people who heard the radio ad were twice as likely to consult a psychologist, and website visits tripled.
In Southern Belgium, people who heard the radio ad were twice as likely to consult a psychologist, and website visits tripled.
Google Campaign
Clicks to the website surged by 56%, driven by optimizations in the search strategy. The campaign also helped INAMI identify areas with the highest demand for mental healthcare.
Clicks to the website surged by 56%, driven by optimizations in the search strategy. The campaign also helped INAMI identify areas with the highest demand for mental healthcare.
YouTube
Impressions were 8x higher than
forecasted, with a significant reduction in CPM and a 10x increase in clicks.
Impressions were 8x higher than forecasted, with a significant reduction in CPM and a 10x increase in clicks.
DOOH & Display
The retargeting strategy delivered 8% more impressions, with 22% more clicks in the display campaign.
The retargeting strategy delivered 8% more impressions, with 22% more clicks in the display campaign.
Overall, the campaign was a major success, breaking down barriers around mental health discussions and driving significant action across all channels.
Who Took Part in the Project:
- INAMI/RIZIV: Provided the essential data and insights for campaign development.
- blue2purple: Managed media buying for radio and digital platforms.
- Great: Developed the creative assets, tailored to each audience group.
- MKKM: Handled Meta media buying and community management.
