JOE & Time to Change - #AskTwice

JOE Media, with Mediacom

 

Last Spring, mental health charity Time to Change came to JOE with a challenge. They were due to launch their ‘Ask Twice’ campaign in October 2018, the core objective of which was to raise crucial awareness of male mental health issues.

The core mission was to drive new behaviour amongst young men which would encourage more peer-to-peer communication and support.

In other words… get men talking to each other and looking out for one another.

JOE responded with a month-long, top-to-toe native advertising campaign which would run for the duration of October. It encompassed video, the written word, tailored social activity across all key platforms, audio content via integration of JOE’s chart-topping Boys Don’t Cry podcast, a Nielson research report, a live event and display.

Notably, JOE also transformed its own brand identity from its signature yellow, to Time to Change pink for the entire month of October as a nod to the partnership – this included the JOE website, all social JOE channels and even our company email signatures.

In summary, the campaign surpassed all KPIs - 3.8 million total views of all content exceeding KPI by 800K, achieved exceptional engagement rates with the target audience (25-44 males), ensured humorous yet informative/sensitive tone, recruited influential ambassadors without fees, and above all drove crucial behavioural change and effective action.

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