The client wanted to develop a high-level digital campaign targeted at Gen Zs and millennials to raise mental health awareness and unite industry experts, mental health advocates, and corporate partners. My team developed the coalition, created the website and marketing collateral, and managed organic and paid social media. Through our efforts, we connected 100+ international partners and organizations, including Lady Gaga’s Born This Way Foundation. We managed an online community of followers and organized multiple events and livestreams attended by Canadian public officials, corporate leaders, social media influencers, and youth supporters to raise awareness of mental health.
Our campaigns were recognized and retweeted by political leaders and partners, and our social media strategy helped us understand the issues youth care about, amplify their voices, and provide a platform and resources for youth to connect and drive lasting change.
Result: We were able to connect with and engage youth from around the globe to call upon political leaders at the G7 summit to include funding and support for mental health initiatives. Our campaigns were recognized and retweeted by political leaders and partners, and ultimately mental health was considered in a small portion of the 2018 The Charlevoix G7 Summit Communique. We not only connected with millennials and Gen Zs through our voice and branding, but developed an understanding of the relevant issues they cared about and amplified their voices, providing a platform and resources for youth to connect and impact lasting change.