Mental Health Innovations

Through three influencer partnerships on Instagram, Mental Health Innovations raised significant awareness of Shout as a service to support anyone whose mental health was impacted by the UK’s cost of living crisis.

Mental Health Innovations is dedicated to improving mental health across the UK through accessible digital support. In collaboration with the Aviva Foundation and PayPlan, they sought to launch an influencer campaign aimed at encouraging the use of Shout - their free, confidential, 24/7 text messaging support service - to support with stress and anxiety around the cost of living crisis.

Due to the sensitive nature of their concerns, Shout’s accessible mental health support works well for people in financial difficulty. The service has seen an increase in conversations about money in recent years, with half of texters contacting Shout about their worries struggling with stress and 36% with suicidal ideation.

The December 2024 campaign sought to connect with people feeling worried or struggling to cope with the impact of the increased cost of living through influencers sharing a campaign keyword, which audiences could use to reach out for mental health support.

After an initial discovery session, we dug into influencer identification and provided a list of over 90 influencers for the team to look over. After this initial round of review, we came away with 24 people to approach via direct message and/or email, which was undertaken in the first week of December. 

We had a great response to the outreach - many influencers replied with genuine enthusiasm for Shout’s mission and were keen to get involved. Over the following two weeks, we worked closely with them and their management teams to gather rates, media kits, and other key details, which we shared with the MHI team for review.

After thoughtful discussion, MHI chose to move forward with three influencers, each set to post on their Instagram profiles. From there, we supported the campaign’s rollout by handling contracts, reviewing content, managing invoicing, and providing reporting.

Overall, the campaign assets (two Reels and one Story) were viewed 66,230 times which provided audiences with increased awareness of Shout and how the service could help support their mental health. 

By partnering with trusted voices on Instagram, the campaign offered a simple, accessible way for people to seek help during a challenging time, and marked an encouraging step forward in MHI’s digital outreach efforts.

“We were really happy with the outcome of the campaign. With the support of the Catnip team, we successfully raised awareness of our service among new audiences, reaching those who may not have realised they can turn to Shout - a free, accessible service - for support when they're struggling to cope with the mental health impacts of the cost of living crisis.”

Emma Wilson, Senior Marketing and Partnerships Manager at Mental Health Innovations

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