ABOUT

Concept:
Lifeline needed more people to reach out for help, by increasing awareness and understanding of their services and their brand. Our in-depth research revealed people are reluctant to talk, they think they'll become a burden and they don't know what help is available. We also uncovered a crucial insight: people always say "I'm fine" even if they're in crisis. From that insight, our creative idea was born: “Don't hide your real feelings.”

Execution:
We brought this concept to life by showing people literally hiding their feelings. Speech bubbles (designed to look like Lifeline's logo) held phrases like "I'm not okay." But a crucial word was obscured by our actors' heads, in this case, the word "not". So, at a glance, the line read "I'm okay," and the truth was obscured. These people literally hid their true feelings.

Results:
Our campaign had incredible reach, with 99% of Northern Ireland adults seeing it at least once and over 48 million impressions. Independent post-campaign tracking revealed that 82% of people remembered at least one campaign element, and 83% said it got them thinking about their own mental health. But the campaign's true success was generating an 18% increase in call demand for Lifeline. That's 18% more people reaching out for the support they desperately needed.