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
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.
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.
The localized approach ensured high engagement from the target audience.
Increased Engagement
The strategic use of SoMe and DOOH led to a notable rise in appointment bookings, highlighting the success of the campaign.
The strategic use of SoMe
and DOOH led to a notable rise
in appointment bookings, highlighting the success of the campaign.
Enhanced Brand Presence
The dual-channel approach
reinforced Auto5’s presence in the
selected regions, building a stronger
connection with local customers.
The dual-channel approach reinforced Auto5’s presence in the selected regions, building a stronger connection with local customers.
YouTube
Impressions were 8x higher than
forecasted, with a significantreduction in CPM and a 10x increase in clicks.
The dual-channel approach reinforced Auto5’s presence in the selected regions, building a stronger connection with local customers.
DOOH & Display
Impressions were 8x higher than
forecasted, with a significantreduction in CPM and a 10x increase in clicks.
The dual-channel approach reinforced Auto5’s presence in the selected regions, building a stronger connection with local customers.
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.
