{"id":78,"date":"2020-11-12T19:44:39","date_gmt":"2020-11-12T19:44:39","guid":{"rendered":"http:\/\/shayonil.sg-host.com\/?p=78"},"modified":"2021-08-19T09:42:21","modified_gmt":"2021-08-19T09:42:21","slug":"freeyourmind","status":"publish","type":"post","link":"https:\/\/lynn.global\/freeyourmind\/","title":{"rendered":"#FreeYourMind \u2013\u00a0NHS"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"78\" class=\"elementor elementor-78\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-328de75 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"328de75\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-25 elementor-top-column elementor-element elementor-element-dff6795\" data-id=\"dff6795\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-dc2ce26 elementor-widget elementor-widget-counter\" data-id=\"dc2ce26\" data-element_type=\"widget\" data-widget_type=\"counter.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-counter\">\n\t\t\t<div class=\"elementor-counter-title\">improvement in engagement<\/div>\t\t\t<div class=\"elementor-counter-number-wrapper\">\n\t\t\t\t<span class=\"elementor-counter-number-prefix\"><\/span>\n\t\t\t\t<span class=\"elementor-counter-number\" data-duration=\"2000\" data-to-value=\"4.5\" data-from-value=\"0\" data-delimiter=\",\">0<\/span>\n\t\t\t\t<span class=\"elementor-counter-number-suffix\">x<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-25 elementor-top-column elementor-element elementor-element-87f7eae\" data-id=\"87f7eae\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0707195 elementor-widget elementor-widget-counter\" data-id=\"0707195\" data-element_type=\"widget\" data-widget_type=\"counter.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-counter\">\n\t\t\t<div class=\"elementor-counter-title\">engaged with our call to action<\/div>\t\t\t<div class=\"elementor-counter-number-wrapper\">\n\t\t\t\t<span class=\"elementor-counter-number-prefix\"><\/span>\n\t\t\t\t<span class=\"elementor-counter-number\" data-duration=\"2000\" data-to-value=\"54\" data-from-value=\"0\" data-delimiter=\",\">0<\/span>\n\t\t\t\t<span class=\"elementor-counter-number-suffix\">%<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-25 elementor-top-column elementor-element elementor-element-2623bea\" data-id=\"2623bea\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7ba1305 elementor-widget elementor-widget-counter\" data-id=\"7ba1305\" data-element_type=\"widget\" data-widget_type=\"counter.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-counter\">\n\t\t\t<div class=\"elementor-counter-title\">link clicks from content<\/div>\t\t\t<div class=\"elementor-counter-number-wrapper\">\n\t\t\t\t<span class=\"elementor-counter-number-prefix\"><\/span>\n\t\t\t\t<span class=\"elementor-counter-number\" data-duration=\"2000\" data-to-value=\"25000\" data-from-value=\"0\" data-delimiter=\",\">0<\/span>\n\t\t\t\t<span class=\"elementor-counter-number-suffix\"><\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-25 elementor-top-column elementor-element elementor-element-f430f5b\" data-id=\"f430f5b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f4f818a elementor-widget elementor-widget-counter\" data-id=\"f4f818a\" data-element_type=\"widget\" data-widget_type=\"counter.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-counter\">\n\t\t\t<div class=\"elementor-counter-title\">engagement from BAME residents<\/div>\t\t\t<div class=\"elementor-counter-number-wrapper\">\n\t\t\t\t<span class=\"elementor-counter-number-prefix\"><\/span>\n\t\t\t\t<span class=\"elementor-counter-number\" data-duration=\"2000\" data-to-value=\"44\" data-from-value=\"0\" data-delimiter=\",\">0<\/span>\n\t\t\t\t<span class=\"elementor-counter-number-suffix\">%<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-35d8a1e elementor-section-content-top elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"35d8a1e\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-ead3e07\" data-id=\"ead3e07\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ecf5d88 elementor-widget elementor-widget-heading\" data-id=\"ecf5d88\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">#FreeYourMind <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0a7f4c0 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"0a7f4c0\" data-element_type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far fa-user-circle\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Client: NHS South East London CCG<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far fa-calendar-alt\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">June - August 2020<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-1e5e3c4\" data-id=\"1e5e3c4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2f87291 elementor-widget elementor-widget-heading\" data-id=\"2f87291\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">WHAT SERVICES WE USED<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-724cbf6 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"724cbf6\" data-element_type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Behaviour change campaign<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Research &amp; insights<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Audience mapping and segmentation<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Campaign development and management<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Web and digital content creation<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Microsite and video development <\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Digital marketing and paid social<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-576fe1d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"576fe1d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-wider\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-b39075e\" data-id=\"b39075e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-64767fd elementor-widget elementor-widget-heading\" data-id=\"64767fd\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The brief<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bc3ebc0 elementor-widget elementor-widget-text-editor\" data-id=\"bc3ebc0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The first COVID-19 lockdown presented the NHS with many challenges, including managing the impact of new safety measures and behaviours on mental health. NHS South East London CCG recognised the risk of rising mental ill-health during lockdown early on, and wanted to inform residents when and how to self-manage and when to seek specialist help to cope with any concerns they may have.<\/p><p>We were briefed to help raise awareness of, and engagement with, relevant NHS mental health services. We needed to educate and engage vulnerable and seldom-heard audience groups \u2013 and help them get to the services they needed during the lockdown. And we had to deliver at pace. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-f9126b9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f9126b9\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-1e4f3c3\" data-id=\"1e4f3c3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d28f626 elementor-widget elementor-widget-heading\" data-id=\"d28f626\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Outcomes<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-81a4369 elementor-widget elementor-widget-text-editor\" data-id=\"81a4369\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The #FreeYourMind campaign was one of the CCG\u2019s most successful campaigns and is now widely recognised as an innovative results-oriented campaign by NHS teams across the UK.<\/p><ul><li>We delivered up to\u00a0<strong>4.5x improvement in engagement<\/strong>, at 2.3% overall campaign engagement and 3.7% engagement across key social media channels, compared with typical campaign benchmarks<\/li><li><strong>54% engaged with our key calls to action<\/strong>, driving <strong>more than 25,000 clicks<\/strong> from our campaign content to our microsite<\/li><li>We engaged with seldom-heard groups, including <strong>44% engagement from BAME residents<\/strong> (from a mean BAME population of 39%)<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-e8df6e3 elementor-widget elementor-widget-spacer\" data-id=\"e8df6e3\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-1bb6546 elementor-section-content-top elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1bb6546\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-3f09eb9\" data-id=\"3f09eb9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e9e00b9 elementor-widget__width-auto elementor-widget elementor-widget-image\" data-id=\"e9e00b9\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"768\" height=\"737\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/lynn.global\/wp-content\/uploads\/2021\/03\/GSMA-2021-Finalist-Badge-square-768x737.png\" class=\"attachment-medium_large size-medium_large wp-image-1427 lazyload\" alt=\"Global social media awards finalist 2021\" data-srcset=\"https:\/\/lynn.global\/wp-content\/uploads\/2021\/03\/GSMA-2021-Finalist-Badge-square-768x737.png 768w, https:\/\/lynn.global\/wp-content\/uploads\/2021\/03\/GSMA-2021-Finalist-Badge-square-300x288.png 300w, https:\/\/lynn.global\/wp-content\/uploads\/2021\/03\/GSMA-2021-Finalist-Badge-square-1024x982.png 1024w, https:\/\/lynn.global\/wp-content\/uploads\/2021\/03\/GSMA-2021-Finalist-Badge-square.png 1233w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><noscript><img decoding=\"async\" width=\"768\" height=\"737\" src=\"https:\/\/lynn.global\/wp-content\/uploads\/2021\/03\/GSMA-2021-Finalist-Badge-square-768x737.png\" class=\"attachment-medium_large size-medium_large wp-image-1427 lazyload\" alt=\"Global social media awards finalist 2021\" srcset=\"https:\/\/lynn.global\/wp-content\/uploads\/2021\/03\/GSMA-2021-Finalist-Badge-square-768x737.png 768w, https:\/\/lynn.global\/wp-content\/uploads\/2021\/03\/GSMA-2021-Finalist-Badge-square-300x288.png 300w, https:\/\/lynn.global\/wp-content\/uploads\/2021\/03\/GSMA-2021-Finalist-Badge-square-1024x982.png 1024w, https:\/\/lynn.global\/wp-content\/uploads\/2021\/03\/GSMA-2021-Finalist-Badge-square.png 1233w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/noscript>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-af7524f\" data-id=\"af7524f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d5f5232 elementor-widget elementor-widget-image\" data-id=\"d5f5232\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"289\" height=\"290\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/lynn.global\/wp-content\/uploads\/2020\/11\/PRCA-DARE-finalist-2021.png\" class=\"attachment-large size-large wp-image-1517 lazyload\" alt=\"PRCA DARE award finalist 2021\" data-srcset=\"https:\/\/lynn.global\/wp-content\/uploads\/2020\/11\/PRCA-DARE-finalist-2021.png 289w, https:\/\/lynn.global\/wp-content\/uploads\/2020\/11\/PRCA-DARE-finalist-2021-150x150.png 150w\" sizes=\"(max-width: 289px) 100vw, 289px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"289\" height=\"290\" src=\"https:\/\/lynn.global\/wp-content\/uploads\/2020\/11\/PRCA-DARE-finalist-2021.png\" class=\"attachment-large size-large wp-image-1517 lazyload\" alt=\"PRCA DARE award finalist 2021\" srcset=\"https:\/\/lynn.global\/wp-content\/uploads\/2020\/11\/PRCA-DARE-finalist-2021.png 289w, https:\/\/lynn.global\/wp-content\/uploads\/2020\/11\/PRCA-DARE-finalist-2021-150x150.png 150w\" sizes=\"(max-width: 289px) 100vw, 289px\" \/><\/noscript>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-0603514 elementor-section-content-top elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0603514\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-936708b\" data-id=\"936708b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-046b792 elementor-widget__width-auto elementor-widget elementor-widget-image\" data-id=\"046b792\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"402\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/lynn.global\/wp-content\/uploads\/2020\/11\/PR-Moment-Award-Twitter-Finalist-768x402.jpg\" class=\"attachment-medium_large size-medium_large wp-image-1533 lazyload\" alt=\"\" data-srcset=\"https:\/\/lynn.global\/wp-content\/uploads\/2020\/11\/PR-Moment-Award-Twitter-Finalist-768x402.jpg 768w, https:\/\/lynn.global\/wp-content\/uploads\/2020\/11\/PR-Moment-Award-Twitter-Finalist-300x157.jpg 300w, https:\/\/lynn.global\/wp-content\/uploads\/2020\/11\/PR-Moment-Award-Twitter-Finalist-1024x536.jpg 1024w, https:\/\/lynn.global\/wp-content\/uploads\/2020\/11\/PR-Moment-Award-Twitter-Finalist.jpg 1200w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"402\" src=\"https:\/\/lynn.global\/wp-content\/uploads\/2020\/11\/PR-Moment-Award-Twitter-Finalist-768x402.jpg\" class=\"attachment-medium_large size-medium_large wp-image-1533 lazyload\" alt=\"\" srcset=\"https:\/\/lynn.global\/wp-content\/uploads\/2020\/11\/PR-Moment-Award-Twitter-Finalist-768x402.jpg 768w, https:\/\/lynn.global\/wp-content\/uploads\/2020\/11\/PR-Moment-Award-Twitter-Finalist-300x157.jpg 300w, https:\/\/lynn.global\/wp-content\/uploads\/2020\/11\/PR-Moment-Award-Twitter-Finalist-1024x536.jpg 1024w, https:\/\/lynn.global\/wp-content\/uploads\/2020\/11\/PR-Moment-Award-Twitter-Finalist.jpg 1200w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/noscript>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-7fa2bbd\" data-id=\"7fa2bbd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8dd901e elementor-widget elementor-widget-image\" data-id=\"8dd901e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"484\" height=\"342\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/lynn.global\/wp-content\/uploads\/2021\/04\/PRCA-Digital-Awards-2021-WINNER.jpg\" class=\"attachment-large size-large wp-image-1450 lazyload\" alt=\"PRCA Digital Awards 2021 Winner\" data-srcset=\"https:\/\/lynn.global\/wp-content\/uploads\/2021\/04\/PRCA-Digital-Awards-2021-WINNER.jpg 484w, https:\/\/lynn.global\/wp-content\/uploads\/2021\/04\/PRCA-Digital-Awards-2021-WINNER-300x212.jpg 300w\" sizes=\"(max-width: 484px) 100vw, 484px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"484\" height=\"342\" src=\"https:\/\/lynn.global\/wp-content\/uploads\/2021\/04\/PRCA-Digital-Awards-2021-WINNER.jpg\" class=\"attachment-large size-large wp-image-1450 lazyload\" alt=\"PRCA Digital Awards 2021 Winner\" srcset=\"https:\/\/lynn.global\/wp-content\/uploads\/2021\/04\/PRCA-Digital-Awards-2021-WINNER.jpg 484w, https:\/\/lynn.global\/wp-content\/uploads\/2021\/04\/PRCA-Digital-Awards-2021-WINNER-300x212.jpg 300w\" sizes=\"(max-width: 484px) 100vw, 484px\" \/><\/noscript>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-d07c725\" data-id=\"d07c725\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7ee0ddf elementor-widget elementor-widget-heading\" data-id=\"7ee0ddf\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">WHAT WE DID<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e3277e elementor-widget elementor-widget-text-editor\" data-id=\"4e3277e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>We delivered a behaviourally-informed platform awareness campaign during the first UK lockdown, highlighting available mental health services and support for residents in south east London.\u00a0<\/p><p>We conducted a series of consultations to understand what specific actions were needed to drive behaviour change. We prioritised audiences, analysing and diagnosing behaviours, and provided insights on their decision-making. In our behavioural diagnosis, we reflected on capability, opportunity and motivation barriers, as well cognitive biases, that were stopping these audiences from accessing mental health services.<\/p><p>We used these behavioural insights to develop a strategic communications strategy, setting measurable objectives.<\/p><p>Our platform awareness campaign simplified the user journey and created a more effective choice architecture (the decision-making environment for our audiences). Powered by behavioural science, we reached and engaged our audiences online and on channels they were using, driving them to investigate the help that was available.<\/p><p>Specifically, we:<\/p><ul><li>Created a user-friendly online hub where resources and services were made available \u2013 eliminating unnecessary hassle or friction for our audiences<\/li><li>Created segmented landing pages targeted at each audience group<\/li><li>Created (and tested) behaviourally-informed content that resonated directly with each of our audience segments and drove them to action<\/li><li>Produced a cost-effective social strategy to reach and engage our audiences on channels they use, with relevant, targeted messages, segmented by age<\/li><li>Drove traffic to relevant resources on partner websites, such as sign-ups to mental health and wellbeing apps<\/li><\/ul><p><strong><br \/>This campaign is a UK Social Media Awards 2020 finalist and won Silver in the Data-Driven category at The Public Service Communications 2020 Awards.<br \/><\/strong><\/p><p><em>This case study was written by Shayoni Lynn, Director at Lynn PR.<\/em><strong><br \/><\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-e4156ad elementor-section-content-middle elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e4156ad\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-798979e\" data-id=\"798979e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ba3a6a4 elementor-widget__width-auto elementor-widget elementor-widget-image\" data-id=\"ba3a6a4\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"363\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/lynn.global\/wp-content\/uploads\/2021\/01\/PSC2020_SILVER-768x363.jpg\" class=\"attachment-medium_large size-medium_large wp-image-1169 lazyload\" alt=\"\" data-srcset=\"https:\/\/lynn.global\/wp-content\/uploads\/2021\/01\/PSC2020_SILVER-768x363.jpg 768w, https:\/\/lynn.global\/wp-content\/uploads\/2021\/01\/PSC2020_SILVER-300x142.jpg 300w, https:\/\/lynn.global\/wp-content\/uploads\/2021\/01\/PSC2020_SILVER.jpg 1023w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"363\" src=\"https:\/\/lynn.global\/wp-content\/uploads\/2021\/01\/PSC2020_SILVER-768x363.jpg\" class=\"attachment-medium_large size-medium_large wp-image-1169 lazyload\" alt=\"\" srcset=\"https:\/\/lynn.global\/wp-content\/uploads\/2021\/01\/PSC2020_SILVER-768x363.jpg 768w, https:\/\/lynn.global\/wp-content\/uploads\/2021\/01\/PSC2020_SILVER-300x142.jpg 300w, https:\/\/lynn.global\/wp-content\/uploads\/2021\/01\/PSC2020_SILVER.jpg 1023w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/noscript>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c5c4fc0\" data-id=\"c5c4fc0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-37106c9 elementor-widget elementor-widget-image\" data-id=\"37106c9\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"253\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/lynn.global\/wp-content\/uploads\/2020\/10\/UKSM20-Finalist-Badge_1-1024x324.png\" class=\"attachment-large size-large wp-image-99 lazyload\" alt=\"\" data-srcset=\"https:\/\/lynn.global\/wp-content\/uploads\/2020\/10\/UKSM20-Finalist-Badge_1-1024x324.png 1024w, https:\/\/lynn.global\/wp-content\/uploads\/2020\/10\/UKSM20-Finalist-Badge_1-300x95.png 300w, https:\/\/lynn.global\/wp-content\/uploads\/2020\/10\/UKSM20-Finalist-Badge_1-768x243.png 768w, https:\/\/lynn.global\/wp-content\/uploads\/2020\/10\/UKSM20-Finalist-Badge_1-1536x487.png 1536w, https:\/\/lynn.global\/wp-content\/uploads\/2020\/10\/UKSM20-Finalist-Badge_1.png 1600w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"253\" src=\"https:\/\/lynn.global\/wp-content\/uploads\/2020\/10\/UKSM20-Finalist-Badge_1-1024x324.png\" class=\"attachment-large size-large wp-image-99 lazyload\" alt=\"\" srcset=\"https:\/\/lynn.global\/wp-content\/uploads\/2020\/10\/UKSM20-Finalist-Badge_1-1024x324.png 1024w, https:\/\/lynn.global\/wp-content\/uploads\/2020\/10\/UKSM20-Finalist-Badge_1-300x95.png 300w, https:\/\/lynn.global\/wp-content\/uploads\/2020\/10\/UKSM20-Finalist-Badge_1-768x243.png 768w, https:\/\/lynn.global\/wp-content\/uploads\/2020\/10\/UKSM20-Finalist-Badge_1-1536x487.png 1536w, https:\/\/lynn.global\/wp-content\/uploads\/2020\/10\/UKSM20-Finalist-Badge_1.png 1600w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/noscript>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d9b5bea elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d9b5bea\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7a8fbd6\" data-id=\"7a8fbd6\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-fca756b elementor-widget elementor-widget-testimonial\" data-id=\"fca756b\" data-element_type=\"widget\" data-widget_type=\"testimonial.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-testimonial-wrapper\">\n\t\t\t\t\t\t\t<div class=\"elementor-testimonial-content\"><p>I was really pleased to be able to deliver this project and see the impact that it had on our residents \u2013 many of whom took action for the first time to look after their mental health and wellbeing.<\/p>\n\n<p>Lynn PR\u2019s data-driven approach led to incredible results as it enabled us to really get to know our audience and what resonates with them. Initially the two week test phase seemed a bit much as we were keen to get on with the campaign but I am so glad we did this as we gained so much valuable insight which enabled us to adapt and maximise the impact. Also, running the campaign in bursts enabled us to continue to learn and refine.<\/p><\/div>\n\t\t\t\n\t\t\t\t\t\t<div class=\"elementor-testimonial-meta\">\n\t\t\t\t<div class=\"elementor-testimonial-meta-inner\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial-details\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial-name\">Russell Cartwright<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial-job\">Assistant Director of Communications &amp; Engagement at the CCG<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>We were briefed to help NHS South East London CCG reach and engage residents to help them better understand how to spot signs of mental ill-health, and promote mental health services and support available to residents during and after lockdown.<\/p>\n","protected":false},"author":4,"featured_media":459,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[16,7],"class_list":["post-78","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-work","tag-featured","tag-nhs-south-east-london-ccg"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - 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