Mental Awareness Foundation
The challenge
With a staggering nine Australian lives lost to suicide each day, Mental Awareness Foundation wanted to encourage Australians to come together and break the silence surrounding mental health through their annual walk.
The clever idea
Tell the stories of those impacted by mental health challenges through a powerful PR and digital campaign to encourage registrations for the Mental Awareness Foundation’s annual flagship event, Walk for Awareness.
The results
118 positive media hits, an increase of 76 positive press hits in comparison to 2021 results
25.6M+ people reached via local Brisbane markets and national coverage
278,900+ unique users saw paid social ads
Nurtured users through compelling EDM strategy driving 28,120+ unique opens and converting users at a rate of 15.2%
Paid digital efforts accounted for 54% of the total clicks on the registration button, exceeding efforts from all other digital traffic channels
13,200+ website sessions which accounted for 38% of the total website sessions