MIND #Takeoffthetape

MIND #Takeoffthetape

The Brief

Sway were briefed to support MEC’s social media campaign for MIND encouraging members of the public to share something that worries them to highlight the triggers of mental health challenges in the UK.

The Solution

Sway engaged it’s media and celebrity network to directly encourage engagement from high profile influencers including TV actors to musicians to take the #takeoffthetape challenge and share it through their social media feeds. Celebrities taking up the challenge included Hayley McQueen – Sky Sports News, Matt Johnson – TV Presenter This Morning, Hannah Spearritt – S Club 7, Mike Toolan – Radio Presenter Key 103, Frankie Cocozza – X Factor, Concept – Band members, Room 94 – Band members, Nicholas Pinnock – Actor (Captain America), Stuart Semple – Artist, Ben Shires – TV Presenter CBBC, Ian Royce – Comedian, Cheeky Houssein – Blogger, and Jake Clemmence – Blogger.

The Results

Through a targeted national and regional media relations campaign, Sway also developed a full page feature in the Sun newspaper, space in the Daily Star, Guardian, Time Out and a wide range of regional print, online and broadcast titles. The #takeoffthetape campaign resulted in 42.5 million estimated impressions from 6,919 Twitter mentions by 3,614 users and was recognised at industry awards, which recognised the part media relations had played in its success.