#FreeYourMind Back to School

higher engagement than industry average
0 x
South East Londoners reached
engagement rate
0 %
clicks to the FreeYourMind hub



The brief

As anxiety peaked ahead of a return to school following national lockdown, we were briefed to drive awareness of mental health services in south east London among children and young people, as well as their parents and teachers.


An extension of the successful #FreeYourMind mental health campaign, the ‘Back to School’ offshoot achieved engagement with key audiences:

  • We reached 307,945 south east London residents
  • The campaign generated a 2.25% engagement rate – almost three times higher than the industry average  for healthcare content (0.8% Rival IQ)
  • In a matter of four weeks, we drove over 3,000 conversions to the main #FreeYourMind hub


We mapped core audiences for this campaign and diagnosed their influences, motivations and barriers ahead of returning back to school.

Using behavioural frameworks and insights gathered during our audience mapping, we developed a campaign strategy to deliver maximum impact, and one that would move our audiences from intent to action in taking up key resources and services. We used data insights to inform channel mix and created a cost-effective social media strategy.

We developed salient messaging and creative assets that were personalised and targeted so they would stand out in crowded social media newsfeeds. We undertook testing at pace to identify what works, what doesn’t – and why.

The results of the test phase informed campaign activation, and we revised assets and messages to ensure they were optimised for success. We then rolled out into a month-long digital campaign on Facebook, Instagram and YouTube, with a paid social budget to drive traffic and generate conversions to key calls to actions and services.

This case study was written by Shayoni Lynn, Director at Lynn PR.