Continuing The Drum’s belief that marketing can change the world, collaboratively with Dorset Mind, we held the second annual Do It Day | Bournemouth in 2018 to encourage the creative and marketing industries to make a real difference to improve mental health issues among kids. Here’s what happened.
When The Drum first launched Do It Day in 2015, it did so on the premise that it would help the marketing industry to step away from the high pace nature of the day-to-day in the industry and see what purposeful difference it could make in a single day to help further good causes.
The event gathered Bournemouth’s budding local ad community, including figures from Silicon South, The RHMC and Whistle agency, to respond to a brief that was set by mental health charity, Dorset Mind.
The brief:to offer a fresh perspective to under 18s who are at risk of mental health issues and suicide and encourage them to help themselves and each other more.
The campaigns need to support an already over-stretched health service, with prevention and early intervention at the forefront, with the solution being anything from a PR campaign, to a digital product, a comms strategy, workshop or a combination of all.
After working on the brief throughout the day, the four teams who took part presented their ideas to a panel of judges, which included Dee Swinton from Dorset Mind, Why Digital MD (Dan Willis) and Timo Peach, director of Momo Creative.
The winning pitch came from ‘Team Four’ which offered a simple, yet effective way to empower kids to help themselves – by implementing mental health whiteboards across schools in the area, which would each week tackle a different area of the illness and channel kids towards solutions.
Inspired by the London underground signs, Team Four thought whiteboards in schools would encourage children to talk about mental health.
With an ingenious name ‘Notice the Signs’ they wanted to offer kids an end-to-end solution.
The whiteboard would have weekly targeted messaging, to direct kids to resources and assets that already exist, to help them deal with mental illness.
Recycling these already existing content would allow them to utilise them, rather than reinvent them.
Teachers would change the whiteboard according to information and resources they would provide, with each week the messaging would be tailored to cover a whole range of mental health issues.
Low maintenance, low cost, actionable and achievable – the public nature of the whiteboard in schools would encourage kids not to be afraid to talk about their problems.
A simple, clear winner.