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CPSL Mind, Stop Suicide Campaign 2023

The campaign we implemented and managed on behalf of the charity CPSL Mind.


The Brief

In March 2023, The Focus Agency group was tasked with implementing and managing a campaign on behalf of the charity CPSL Mind. The campaign was specifically aimed at raising awareness of the organisation’s Stop Suicide campaign and educating social media users about the resources and guidance provided on the charity’s website.

Our aim was to raise awareness of Mind’s Stop Suicide Campaign, which equips individuals with the knowledge to spot warning signs and have direct conversations about suicide, in both South Cambridgeshire and Peterborough. All age ranges were to be targeted, however there was a specific interest in understanding into how 18-40 year olds and over 40’s engaged with the campaign.

The Strategy

By the very nature of what the Stop Suicide campaign looked to achieve, The Focus Agency Group championed nurturing social outreach by amplifying the scheme using paid ads. Paid Social was the most appropriate channel being built upon human interactions, the main pretence behind the campaign objective,

whilst also providing the ability to generate insights from the 1-40 and 40+ age ranges for the campaign. Within Paid Social, we championed Meta as upon reviewing audience sizes the channel had the greatest level of reach within the target audience and the most sophisticated capabilities

across paid social platforms to provide insight and optimise towards the objective. To elevate the campaign we also ran a third strand within the campaign including Meta’s Performance 5 principles of ad testing, broad targeting (18+), and simplified ad sets.

The Execution

We ran ad testing across each of the three campaign strands to ascertain the best route for performance, and by utilising simplified ad set structures it also unlocked the ability to be fluid with campaign investment across all three audiences. This removed the potential pitfall for pre-determined human bias in planning the deployment of spend within each of the audience group throughout the campaign duration. As a result, we placed more emphasis in the use of artificial intelligence across all of Meta’s platforms, such as Facebook and Instagram, and machine learning to drive the desired outcome.

The creative execution was adapted for each of the campaign audiences to ensure the message delivered was tailored for maximum impact and resonation. We also utilised both video and static creative assets to test the performance and add a 4th principle of the Meta Performance 5 framework in mobile friendly videos.

The Results

By maximising the use of artificial intelligence, championing creative execution, and instilling best practice within campaign setup, we were able to generate fantastic results as well as audience insights for future audience positioning and tone of voice for the Stop Suicide campaign.

The ads were seen 5550,283 times reaching 105,569 users, showing a very high scale of exposure within the regions of Peterborough (215,000 residents) and Cambridgeshire (650,000 residents). In total reaching approximately 49% of the local audience.

  • The 18-40 audience were the most cost efficient to reach, typically in line with higher social media consumption, whilst the 40+ audience were the most engaged in performing an action on the back of seeing an advert.
  • Image based assets gained greater traction in impressions served, being the most seen formats, whilst mobile friendly video assets saw the greatest engagement in generating a call to action to click to the website to find out more.