[JUDGING] spunout
Section: Video: NGO
Organisation Name: spunout
Video Questions
Name Of Brandclient
spunout | Text About It
Personpeople Who Runs This Campaign
spunout’s Digital Marketing and Text About It teams, in collaboration with James Doyle and his representative at Matchstick, Shona Hutchinson
What Is The Name Of The Videovideo Campaign
Blue Chair: James Doyle x spunout’s Text About It
Do You Use Alt Text In Your Images And Caption Your Videos
We add alt text to images published on our website, but we do not currently add alt text consistently to images shared on Instagram. We recognise this as an area for improvement and are undertaking training on how to create effective alt text for social media content. Our videos include captions to ensure that the information remains accessible to people who are Deaf or hard of hearing and to those watching without sound. We also use clear, high-contrast caption colours that follow WCAG accessibility guidelines and are easy to read against the video background. We will continue reviewing and developing our processes to improve the accessibility of both our website and social media content.
Objectives Of Campaign And Metrics
Text About It is spunout’s free, anonymous, 24/7 messaging support service. This entry is the second video in our Blue Chair series, using honest conversations with trusted creators to normalise discussions about mental health and seeking support. The campaign had three objectives: increase awareness and use of Text About It; increase conversations among Irish men aged 18 - 24, including rural audiences; and challenge the stigma preventing men from discussing mental health. The objectives responded to a clear service gap. Men represented only 21.02% of texters, compared with 70.41% who were women, while 18.3% said they felt more comfortable texting than discussing private matters verbally. The campaign positioned messaging as an accessible first step and reinforced that no problem is too small. A supporting objective was to make it easy to start a conversation. WhatsApp offered a familiar, always-free route to support, avoiding possible standard-text charges on some networks. An A/B approach directed service-focused audiences straight to WhatsApp, while brand-awareness audiences were brought to the website. Success was assessed through reach, impressions, video views and retention, engagement, website and WhatsApp traffic, and service conversations. We also reviewed comments to assess whether the content helped normalise men discussing their mental health.
Video 1: Link To The Video Give Stats What Is The Videos Purpose
- Instagram: https://www.instagram.com/reel/DMLF4zYMLuS/?igsi=aDltYXl2ZWVta3N0
-TikTok: https://www.tiktok.com/@spunout.ie/video/7527699835080674582?is_from_webapp=1&sender_device=pc
This video formed part of Text About It’s Blue Chair series, which uses honest conversations with trusted creators to make discussing mental health and seeking support feel more normal. James Doyle spoke candidly about disordered eating, online pressure and his fear that opening up would make him a burden.
James was selected for his relevance to young Irish men and rural audiences and his engaged TikTok following. He generously donated his time because mental health is an issue he genuinely cares about, helping the video feel particularly personal and authentic. It showed viewers that free, anonymous, 24/7 support was available through text or WhatsApp.
An A/B test directed some viewers to the Text About It website and others straight to WhatsApp. With a modest paid budget of €1,278.73 (€703.73 on Meta and €575 on TikTok), the campaign achieved more than 431,000 in combined paid reach and 1.23 million impressions. TikTok delivered 339,683 reach, 78,082 six-second views, 18,202 views to 25% and 3,010 destination clicks. Meta delivered 91,535 reach and 4,759 link clicks, with a 2.95% link CTR and €0.12 cost per click.
Video 2: Link To The Video Give Stats What Is The Videos Purpose
Video 2: Link to the video. Give Stats. What is the video's purpose?
-TikTok: https://www.tiktok.com/@spunout.ie/video/7532923427511094550?is_from_webapp=1&sender_device=pc
- Instagram: https://www.instagram.com/reel/DMvV2SnsKc0/?utm_source=ig_web_copy_link&igsi=NTc4MTIwNjQ2YQ==
The behind-the-scenes video supported the main Blue Chair film by giving audiences a more informal look at the campaign. While the main video focused on James’s experience of disordered eating and mental health, the BTS content showed more of his personality and the genuine connection behind the conversation.
The aim was to make the campaign feel more personal and show that serious conversations about mental health can still happen in a relaxed and approachable way. This lighter content felt natural for TikTok and Instagram and gave audiences another way to connect with James and Text About It. It also extended the campaign beyond the hero video and highlighted its authenticity, particularly as James kindly donated his time because mental health is an issue he genuinely cares about.
On TikTok, the video was promoted through a Follow Us campaign focused on community growth. It reached 32,701 people and delivered 59,362 impressions from €100 in spend, with a CPM of €1.68. On Meta, €237.11 in spend reached 36,387 people, delivering 56,922 impressions and 834 link clicks, with a 1.47% lin
Video 3: Link To The Video Give Stats What Is The Videos Purpose
- YouTube: https://www.youtube.com/watch?v=Ft8PBn8B2KM
We extended the impact of the James Doyle video by using the original full-length version in a targeted YouTube campaign on Google Ads. Search is often an important first point of contact when someone is feeling low or unsure where to turn. This is supported by spunout’s 250,000 Conversations report, which found that 29% of Text About It users discovered the service through a simple Google search, while 56% found it through social media.
The video appeared across skippable in-stream, in-feed and Shorts placements, targeting gamers and social media enthusiasts to reach young men in relevant digital spaces. Its length allowed James’s experience of an eating disorder and body dysmorphia to retain its honesty, context and sensitivity, while YouTube’s skippable format gave viewers control over whether to continue watching. Each ad highlighted the free, anonymous, 24/7 support and linked directly to the service via WhatsApp.
In 2025, the campaign generated 537,169 impressions and 231,718 qualified video engagements from €1,463.21 in spend. These engagements included actions such as clicking the thumbnail to watch, viewing a meaningful portion of the video or clicking an ad element. Skippable in-stream placements performed particularly strongly, delivering 224,475 qualified engagements and a 70.81% interaction rate.
Additional Information For The Judges
This campaign built on our first Blue Chair video with Irish creator Eoin Reardon: https://www.youtube.com/watch?v=WbDv_tSMkaU. The Blue Chair was originally Caoimhe’s idea, and we have continued to develop the series from there. As our Creative Art and Design Manager, she led the creative direction and helped give the series its recognisable identity. For the James Doyle video, we worked closely with videographer Jack Deacon, who was spunout’s Head of Digital Marketing at the time, to plan and storyboard the shoot. I interviewed James, using prepared themes and questions while giving him the space to lead the conversation and speak honestly about what mattered to him. I also managed the paid advertising and analysed the campaign’s performance across platforms. Our Social Media Manager, Molly, managed the social content, captured the behind-the-scenes footage on her digital camera and brought the physical blue chair from Dublin to Longford. We also coordinated with the rugby club to film on the pitch, bringing a sense of community into the video. The campaign also helped us build a strong rapport with James. He has since worked with us again, creating content to promote the Youth Information Chat service. From Caoimhe’s original idea to the creative, filming, interviewing, advertising, analysis and logistics, it was a real team effort.
