For our social media campaign we decided to use our project as an opportunity to raise awareness and increase understanding about mental illness. We chose this campaign because we feel very passionate about this topic and we think it’s important to talk about it and to make other people talk about it too. We wish for our followers and contributors to feel like they are not alone by posting re-tweets from people who want to support and show their compassion for the people who might need it. We chose the name safe place because that’s what we want our account to be, a place where anyone who feel alone in their struggle can go and get inspired, find motivation and see that they are not alone. Our audience is all ages and gender, whoever that stumble upon our page are welcome to share their thoughts and be a part in our campaign. No matter who they are or where they are, everyone is welcome. We also wanted people to show their support and be apart of the discussion by encouraging them to share their safe place by using the hashtag #safeplace.
We found Instagram to be the most suitable platform since we wanted to use pictures as a way to communicate to our followers and target audience, it’s one of the most common one and it’s easier to spread the word about our campaign through the same app as well. The hashtag we want people to get engaged in and it’s a great way for our benefit to get noticed when someone uses it. We decided that the content should be a mix between posts with information about mental illness in the UK to show how common it actually is, mixed with inspirational and positive posts and pictures from people who wish to share their safe places with our followers. The content and the tone will be soft, caring and supportive with relevant and realistic statistics and information. We wish to build a platform that can help people who suffer from any mental health condition feel better if only for a second by looking at our posts and to tell them where they can get help if they might need it.
So our content is a mix between our own content & our followers. We want to get the followers to engage in our campaign and post pictures on their Instagram accounts of a place where they feel safe and a short comment on why with the #safeplace. We will then repost it on our own Instagram page. Also as administrators we going to upload informative post about mental illness and how to get help to encourage our followers that no matter what they are getting through they are not alone. The ideal would be that our followers comment on our pictures and help each other out with tips, ideas and stories about how they are dealing with their mental illness to support each other as well.
We decided to post facts about mental illness twice a week, inspirational quotes once a day and repost as frequently as we get pictures from our followers. We began by using our own account to spread the word about our new page and tell people what it was all about, we then asked them to help us spread the word and a lot of people actually contributed with pictures on the first day, and on the second day we had 31 followers and our posts had a total of 64 likes.
We began researching mental illness statistics in the UK and we also found organisations that worked for the same cause as we do to be able to tell our followers about them so that they could get getter help then we can provide if needed. Since it’s such a serious topic this is something that we felt was really important to research thoroughly.
It worked out pretty good if you look at the number of followers we gained on such a short time and who kept following us for the whole time (as of today we have 32 followers) even though we didn’t get the amount of pictures we needed to make the feed as consistent as we hoped for. We still feel like it’s a very important topic and that an account like this is needed, an account that is not to formal and that shows a lot of warmth and support, the people we spoke to have been very positive to the idea and most of them wanted to help us spread the word of safeplace2017.
One thing that didn’t work was our schedule of updates, we didn’t get as many submissions from our followers in the end of the period as we did in the beginning. And because of bad communication we didn’t post as frequently as we should have, we should also have used other platforms in the beginning to help spread the word about the account, we could also have used different platforms for different things, for example using Instagram for the contributors #safeplace pictures, twitter to inform about mental illness and Facebook to market the website and have our followers talking and supporting each other. This would probably have helped us if we wanted to gain followers faster but in the same time we wanted to keep it simple and have everything collected on one social media platform to make it easy to access in a short amount of time.
The next step in our campaign would be to make a better schedule between the administrators to divided the work and make the uploading of the posts more consistent. We would also need to start interacting more with our followers to see why they follow us and what they wish we would post more of on our page, since the word of mouth strategy worked out pretty well we would continue using this strategy to gain more followers, when the contributors posts their picture and tag us it also becomes a way of word of moth promotion that has been proven to work in our advantage.
By: Miccaela Larsson & Jessica Roos