One Door’s Mental Health Month media campaign ran in three monthly bursts, aiming to maximise engagement and impact over the months surrounding Mental Health Month. The total media value exceeded $163,000, showing a strong investment in brand awareness and visibility.

Advertisements were rolled out across the Sydney metro and South Coast markets. To enhance its effectiveness, the campaign employed a diverse range of media placements, including roadside billboards, bus backs, digital billboards, advertorials, and Shopalites. Key locations featured in the campaign included Central Station, Kings Cross Station, and North Sydney Station, alongside full-page featured articles in the Illawarra Mercury and other news outlets.

My role in this campaign involved strategically planning and executing the media strategy, managing the $163,000 budget, coordinating with media vendors, monitoring performance metrics such as reach and click-through rates, providing creative direction for advertisements, and analysing and reporting on the campaign's effectiveness.

Results

The estimated reach and frequency metrics indicated substantial audience engagement. For outdoor placements, the campaign reached 3,8 million people with over 13 million impressions, indicating strong audience engagement and frequent visibility. The premium digital display targeted a unique audience of 150,000. The click-through rate (CTR) was 0.03%, reflecting the level of direct engagement with the ads.