The demand for digital skills and the need to make their voices heard are continuous challenges for charities in their mission to drive social change and shatter stereotypes.
Each year, as a Group, we carry out work pro bono to assist our charity partners, one of which is CALM (Campaign Against Living Miserably). We work with CALM to help raise awareness of the increase of male suicide in the UK. Suicide is the single biggest killer of men aged under 45 and represents 76% of all suicides in 2014. Despite this harrowing statistic, public awareness of male suicide has remained incredibly low.
We helped devise and implement a social media strategy aimed at educating the public around male suicide while driving support and donations for the charity’s work around CALM’s BBC Lifeline Appeal and International Men’s Day.
Using statistics provided by the charity we created content and engaged with high profile advocates via social media to maximise the reach and impact of the campaign.
The campaign gained massive support, with tweets from high profile figures including Stephen Fry, Ricky Gervais and Norman Lamb MP, as well as a 700% increase in Facebook fans, helping to secure widespread media coverage. The BBC Lifeline Appeal raised over £22,000, one of the largest amounts raised by any charity through the appeal. The overall campaign resulted in a 9% increase in awareness among the general public from the previous year.