read the play.

Read The Play is a not-for-profit, Geelong mental health literacy program for junior level sporting clubs. Their mission is to increase help seeking behaviour and direct young people to the multitude of local supportive services that are readily accessible.

social media.

Read The Play approached Arthur St Digital back in 2017 to help them launch their social media sharing campaign aiming to raise awareness of the alarming statistic that in Australia, each year, one in four young people suffer from a mental health problem.

The campaign was targeted toward young people interested in grass roots sports and parents who had children aged 13-17 years.

 

The campaign ran for the course of one month throughout June 2017. The campaign encouraged a network of ambassadors, celebrities, sporting clubs and the general public to take a photo with four fingers raised, with one finger that has either tape or a band aid around it, representing the one-in-four statistic.
Social media posts required the default message line, the #1in4RTP hastag, and required the sharer to tag two friends to advance the movement.

The Results

The results were clear – the campaign went viral! Receiving over 570K ad impressions, reaching over 170K people and achieving over 3.3K link clicks.
13-17 year olds jumped on board the social media campaign as did many celebrites and ‘big names’ in Geelong.
During the campaign period, there was a clear spike in website traffic, as people searched for and became aware of the alarming one in four statistic.

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