#BehindTheSmile launching a campaign to mark World Mental Health Day
To drive awareness of Thrive’s mental wellbeing platform on World Mental Health Day, we launched #BehindTheSmile, an integrated social media and PR campaign that was based around the idea that even when we can appear happy on the surface, often we’re going through our own struggles behind closed doors.
As this is especially relevant in pictures, which can mask how someone is really feeling, we asked individuals to upload a picture of a time when they felt this way – grinning on the outside but struggling with their mental health on the inside.
We enlisted the help of influencers and industry professionals to share the campaign online and across social, and as part of that outreach, we were able to secure former Love Island winner Amber Gill as a spokesperson for the campaign. Interviews were set up with the likes of Grazia and OK! magazine, where Amber discussed how Thrive has enabled her to practice meditation every day as a way of managing her mental health.
increase in followers in 24 hours
downloads of the app in 24 hours
influencer reach from 30 influencers
likes, comments, and shares on #BehindTheSmile tagged Instagram stories and posts