Comms, Creative

Voices that matter telling stories that make a difference.

Aardman Animations

It’s not often you get as meaningful a campaign objective as the one Aardman Animations set us in 2021 – become part of the conversation on young peoples’ mental health, and change it for the better.

 

The campaign, What’s Up With Everyone, centered on a suite of impactful videos from the famous animation studio, developed in collaboration with universities and health bodies. It was our job to take that creative to the world, including engaging influencers who would provide the best route into young peoples’ conversations on social media.

Our audience was young people aged 17-21, slanting towards but not limited to students, also considering those in Sixth Form or college. An audience that’s tech savvy, and found online in places older people might not frequent, or engaged in conversations and with influencers that might pass an older demographic by.

 

Channel targets covered everywhere young people lived their lives online – Instagram grids, stories and polls, YouTube Videos, Twitch livestreams, TikTok challenges, Twitter retweets and more traditional press mentions.

Voices that matter telling stories that make a difference.
Voices that matter telling stories that make a difference.

And the who? A cast of influential celebs and relatable figures from across the cultural spectrum. TV stars like Ovie Soko, Chris Hughes and Tom Read Wilson. TikTok teens from the ByteHouse. Instagram influencers in the fashion space. Gamers like James Buckley on Twitch and YouTube. We even reached the lofty heights of Stephen Fry! 

 

All connecting with their own audiences, and telling their own stories in ways that boosted campaign engagement with a real impact on young peoples’ mental health.

  • Total combined reach: Over 17 million young people
  • Campaign Reach: 8,248,148
  • Total coverage: 302 pieces across consumer and trade
  • Coverage highlights: BBC News, Sky News, ITV News, MSN.com, LadBible
  • Total links secured: 977
  • Total video views: 638,000
  • Total website page views: 294K
  • Combined social media reach: 17,086,000
  • Messages received: 1,347
  • Influencers supported: Ovie Soko, Stephen Fry, Chris Hughes, Malin Andersson, Tom Read Wilson and more.
  • Influencer reach: 8,248,148
  • Highly engaged themes throughout the campaign: Loneliness and perfectionism.