Social-first campaign promotes safe spaces for young people online

What we achieved

  • Strategy

    Campaign Proposition and Messaging Platform, Stakeholder Workshops

  • Creative

    Approach and Concept Development

  • Production

    Social Asset Production

Online Harms is a social-first campaign co-produced by young people, for young people. Through online content, it promotes safe online habits, spaces and resources for young people.

The campaign was co-produced with Samaritans and their Young Persons’ Lived Experience Advisory Group (YPLEAG) to promote social media as a tool for mental health support. It tackles the shocking statistic that 200 young people die by suicide every single year.


Image shows phone screen with social media image taken from Samaritans Online Harms Social-First Campaign. Caption says

Crafted for young people

At every stage, we incorporated the voices of young people with lived experience of mental health, and in particular suicide and self-harm.

For example, our content production workshops meant the young people themselves directly provided the content for the campaign, as well as shaping the overarching campaign messaging.

During creative development, they continued to advise on appropriate and authentic language, tone of voice and visual identity. This ensured we provided meaningful and accurate information, as well as genuine and relatable advice to the audience. 

Two hands reaching eachother Image is from Samaritans Online Harms Social-First Campaign
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Creative for a cause

To help the content stand out among our target audience, we worked with the YPLEAG to develop a vibrant visual style, building on Samaritans’ existing brand. Insight from these workshops guided the bright colours and positive illustrations – to share the light, even in dark times. 

Additionally, to ensure accessibility and readability, we benchmarked every creative asset against the Web Content Accessibility Guidelines (WCAG 2.1) international standard. 

The social-first campaign launched in Q4 2022 – watch this space for results!

Why not take a look at how we created Mind’s first ever streaming social campaign that generated over 3.5 million impressions in its first month (!).