The Obertament association sought to fight the stigma of mental health issues among young people with their “No es culpa mía” (“It’s not my fault”) campaign, and at Canela we helped them get their message across to as many people as possible by developing a three-step media strategy.
First, we put at the center of the action four young people who had at some point in their lives suffered from a mental health problem, by giving them a voice and organizing 21 interviews and round-table discussions to share their stories through the media.
At the same time, we faced another great challenge that the association confronted: to obtain our own data. To this end, we launched “El Barómetro de la salud mental” (“The Mental Health Barometer”), a survey that asked the public about the education they had received on this subject.
Finally, to conclude the campaign, we organized a big event, a round-table discussion with our four protagonists, moderated by journalist Mariona Batalla, in which we openly talked about the young people’s mental health, with the presence of political and governmental representatives.
The result was that, in just 2 months, “No es culpa mía” reached 57 million people, achieving 51 impacts, including a round-table discussion on El Matí de Catalunya Ràdio and interviews on Cadena SER, COPE, La 2 (TVE), La Vanguardia, Europa Press, 8tv or La Xarxa.
Results
2
Months
57 M
Audience
51
Impacts
21
Interviews
Services
- Sustainability and ESG
- Communication and PR
Sector
- Social impact
