Young and Well CRC

Industry: Government/Non-profit
Services: Campaign Strategy , Social Media Strategy
Young and Well CRC

CRC: Something Haunting You Case Study

About the Client


Zuni is a supporting Partner in the Young and Well CRC, a federal government initiative which unites young people with researchers, practitioners and innovators from over 70 partner organisations across the not-for-profit, academic, government and corporate sectors. The Young and Well CRC explores the role of technology in young people’s lives, and how technology can be used to improve the mental health and wellbeing of young people aged 12 to 25 and is established under the Australan Government’s Cooperative Research Centre’s programme.

Zuni, along with the University of Western Sydney, Queensland University of Technology and the University of South Australia are leading activities as part of the Safe and Supportive Research Program with the Safe and Well Online project responsible for developing and testing a program of online, youth-centered social marketing campaigns to promote young people’s safety and wellbeing online. Safe and Well Online was originally based on NAPCAN’s Smart Online, Safe Offline framework.

Over the last five years, we have strategically developed and executed four social campaigns. 

Challenge, Approach & Solution


Insights

For young people, help seeking can be seen as a weakness. In order to change the ‘norm’, we needed to establish that help seeking is a normal and acceptable tactic that contributes to staying healthy and safe. By promoting positive and informal connections before problems escalate, we can mitigate the need for a formal intervention.

This campaign was aimed at our most vulnerable young people, being young men aged 15 to 17 years. Forty percent of young men are living with some level of emotional distress, 1 in 5 feel that life is not worth living, and sadly, are four times more likely to take their life. These young men are reluctant to seek help at all, but will mostly seek informal help as a first step.

Sometimes it feels as though the little things follow you around. We want to demonstrate that doing something, anything, can help get rid of these metaphorical zombies.

Execution

We created an introductory live action video, which finished with the options to ‘do something’ or ‘do nothing’.

Depending on the choice, the viewer was further shown a video of the zombie being killed or continuing it’s tortuous campaign against the protagonist.

The website contains a ‘survival guide’, which explains some of the common problems reported by young people and what they can do to deal with it.

haunting-for-news-item

Results


  • There were 12,900 sessions over the campaign period
  • 3% were returning users, they remained on the site longer & spent a good 30 seconds longer
  • Almost 20% explored survival items. The most popular ones were Exams, Procrastination, Partying, Relationship Trouble & Sleep
  • Exams tips & tools were the most popular ‘survival tip’ category.

The Evaluation Report for Something Haunting You? is now available, simply download it here.

Overarching Safe and Well Online Report for all digital campaigns is now available here.

Zuni brought to life the SOSO brand in 2007 with NAPCAN and were instrumental in the inclusion of the campaign within the Safe & Support research stream for the YAW-CRC. 

Zuni have brought their extensive digital strategy & media experience together to develop an overarching strategy focused around using the digital channels to deliver youth-oriented marketing communications. This includes the development of a youth access framework, allowing all 72 partners to leverage the media relationships and social networks to communicate with young people.

Their extensive knowledge of the digital space, experience in how youth are interacting in those spaces and the cutting edge technologies that young people engage with every day, places Zuni in the primary position of leading messaging priorities, media positioning, creative execution and the longitudinal research which will underpin the effectiveness of the campaign activities over the next 5 years.

Zuni are extremely capable digital strategists who are competent in dealing with multiple stakeholders (including government, media publishers & CRC partners), demonstrating creative excellence and most of all, able to deliver results & outcomes that impact young people.

We’re delighted to have Zuni as one of our Supporting Partners and would highly recommend them to anyone seeking first class digital strategy.”

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