BrainFuel E5.How to 4x your impact when talking mental health
Our expert guest is Shayoni Lynn, Founder of Lynn PR. Lynn PR is an award-winning full-service strategic communications and behavioural insights agency.
This episode takes a behind the scenes look at her award winning campaign #FreeYourMInd, delivered on behalf of NHS South East London CCG.
The brief was to help raise awareness of, and engagement with, relevant NHS mental health services. To educate and engage vulnerable and seldom-heard audience groups – and help them get to the services they needed during the lockdown. And to deliver at pace.
Three takeaway tips from Shayoni include:
One: Be data driven. Observe action not just intent to act.
To achieve this the team ran a two-week test phase which uncovered invaluable insights that saw a 4.5 x improvement in engagement.
Two: Real time monitoring of paid social
Real time monitoring of message saturation and cost per click across paid-for social meant Shayoni and her team could make swift decisions to shift channels as needed.
Three: Segment
Segment messaging and paid media buying, then monitor and act. This ensured target audiences including BAME and young people were driven into services.
Extra Bootcamp Tip
Don’t forget that focussing on the problem or what you don’t want can actually increase unwanted behaviours. This bias known as negative social proof often pops up in mental health marketing as we focus on stigma and challenges rather than solutions.
Book recommendations
1. Nudge, Improving decisions about health, wealth and happiness. Thaler & Sunstein
2. Influence, The Psychology of Persuasion, Robert Cialdini
3. Predictably Irrational, Dan Ariely
4. Thinking Fast & Slow, Daniel Kahneman
5. Inside the Nudge Unit, David Halpern
6. Misbehaving, Richard H. Thaler
Shayoni’s best self is when playing with Lara her dog and this will no doubt be double when her new puppy arrives.
Check out Lynn Pr at Home - Lynn PR
For everyone interested in how to use behavioural science to max your impact check out Bootcamp at www.socialinsightmarketing.co.uk/bootcamp