Case studies

Where's Your Head At getting the right tone in lockdown

The challenge

The Where’s Your Head At? campaign launched in May 2018 with two key objectives;

  • Drive social action and change the conversation around mental health in the workplace.
  • And ultimately, to change the law around mental health provisions in the workplace, giving mental health equal parity to physical health in the workplace.

The Insight

Shocking insight into our audiences lives revealed that work was the biggest cause of their stress. 

47% said that work caused them the most stress with over 15% admitting that they have had time off work due to stress in the last year. 

With the information that 1 in 4 people will face a mental health crisis in their lifetime, we were shocked by how few people were willing to talk about it. The statistics were unveiled that 53% of people have experienced a mental health issue in the past year and, of those who needed time off work, half told their bosses it was for a different reason, 29% of people were happier to tell their boss they had diarrhea than depression.

COVID 19 RESPONSE:
Now, particularly as we are living through unprecedented times and everyone is trying to figure out how best to operate in this new world, looking after your mental health has never been as important. 

From research we knew magazines & radio were having a positive impact on people during lockdown.

Difficult not being able to see family, but Yours mag keeps me company

Thank God for Absolute Radio – a huge help keeping me company and making me laugh

We also knew there was an increase in media consumption with, three quarters of the population continuing to read magazines, 11% reading more than usual and 38% more people listening via connected devices.

Execution

  • Harnessing the power of our brands and using media for positive impact we created a social media campaign with all Bauer brands, talent and editors posting pictures and videos with the hashtag #WheresYourHeadAt while asking audiences to do the same.
  • Mental Health special radio programmes were created dedicated to mental health.
  • We partnered with Radiocentre and created celebrity led content that was broadcast on all Bauer stations in the form of, ’60 second support’ and a ‘mental health minute’.