#FreeYourMind wins silver at #CommsAcad

Lynn PR campaign #FreeYourMind, working alongside NHS South East London Clinical Commissioning Group (CCG), has scooped a coveted silver award at this year’s Public Service Communications 2020 Awards, in the Data-Driven category.

Competing against the highest number of entries to date, our #FreeYourMind campaign impressed a suite of senior communications and marketing experts from across the UK. 

The award recognises our robust use of data and behavioural insights in campaign planning and activation, and the impact this can create in delivering behaviour change. 

Lynn PR delivered this campaign at pace, working with our client during the first UK lockdown, to promote key mental health messages and up-take with services during an unprecedented time.

Delivered within 12 weeks, including research, insights and testing, #FreeYourMind reached over 1.4m residents in south east London, and generated some of the highest engagements in mental health communications including: 

  • up to x4.5 higher engagement than typical healthcare campaigns
  • in excess of 25,000 conversions to the campaign microsite
  • 54% engagement with key calls to action
  • increased engagement with seldom-heard groups, for example 44% engagement with BAME audiences from a mean BAME population of 39%.

Assistant Director of Communications & Engagement at the CCG, Russell Cartwright, said: “I was really pleased to be able to deliver this project and see the impact that it had on our residents – many of whom took action for the first time to look after their mental health and wellbeing. 

“Lynn PR’s data-driven approach led to incredible results as it enabled us to really get to know our audience and what resonates with them. Initially the two week test phase seemed a bit much as we were keen to get on with the campaign but I am so glad we did this as we gained so much valuable insight which enabled us to adapt and maximise the impact. Also, running the campaign in bursts enabled us to continue to learn and refine”.

Russell Cartwright, Assistant Director of Communications & Engagement, NHS South East London CCG

Founder of Lynn PR, Shayoni Lynn, added: “We are thrilled for this important campaign to be recognised at the Public Service Communications Awards, and in one of the toughest categories to boot.

“Lockdown was, and continues to be, a very challenging time for many people and we are proud to support our client NHS South East London CCG deliver key services that improve outcomes for many. To know that we helped residents get the support they needed during such a difficult time is humbling, and for our work to be recognised in this way is a true honour and a testament to the team’s hard work.

“Our approach to data and our use of behavioural science is what sets us apart from other agencies, and working with clients like the CCG who understand and embrace the value of insights even during a pandemic has been incredible.”

This article was written by Shayoni Lynn, Director at Lynn PR.

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