[JUDGING] spunout
Section: Best Multiplatform Campaign - Paid
Organisation Name: spunout
Campaign Questions
Name Of Brand Client
spunout and HSE
Campaign Name
Safer Conversations Online
Personpeople Who Led This Campaign
Working in partnership with the HSE, we built the campaign around a free, self-directed course developed with two subject matter experts and spunout’s Youth Action Panel. We translated the course learning into platform-native videos, vertical cut-downs, carousels and custom illustrations. Content included practical “what to do” advice and a lived-experience video featuring Charlie, who explored how social media can both support and negatively affect mental health recovery. Paid activity ran across Instagram, Facebook, TikTok, YouTube and Reddit. We extended the campaign through radio and podcast advertising across Bauer Media Audio Ireland’s GoLoud network. Before selecting placements, we reviewed the network’s podcasts, hosts and audience profiles to identify those with the strongest engagement among our target age group. We also considered whether each programme and presenter was ethically and editorially aligned with the sensitive nature of the campaign. This included a host-read placement on Stall It, helping the message feel natural and trusted within the programme. We tested different user journeys, including direct course enrolment, the spunout academy homepage and relevant spunout.ie articles. We continually compared creative performance, video retention, clicks and post-click behaviour, adapting hooks, landing-page routes and channel weighting in response.
Do You Use Alt Text In Your Images And Caption Your Videos
Yes. All campaign videos were captioned so the information remained accessible to people who are Deaf or hard of hearing and to people watching without sound. We used clear, high-contrast caption colours informed by WCAG guidance so text remained legible against the video background. Website images included alt text. At the time of the campaign, alt text was not applied consistently to Instagram assets. We identified this through review and introduced staff training to strengthen our social accessibility process. Course content followed NALA Plain English guidance and was delivered through written explainers, videos and interactive activities to support different learning preferences. The course was free, self-directed and available online, helping to reduce financial, geographical and scheduling barriers.
What Objective For Campaign
Young people increasingly encounter online content about suicide, self-harm and eating disorders, but even well-intentioned posts can cause harm when they contain misinformation or unsafe details.
Developed by spunout in partnership with the HSE, the campaign aimed to equip 16 - 25-year-olds with practical media literacy skills to consume, assess, create, and respond to this content more safely. We wanted young people to recognise how online content affects their wellbeing, identify misinformation and harmful online communities, respond empathetically when someone shares something concerning, and find information and support they can trust.
The campaign had three connected objectives: to build awareness of safer online conversations around suicide, self-harm and eating disorders; to encourage sign-ups to the free Safer Conversations Online course; and to increase awareness of spunout academy, a relatively new spunout service launched in 2024.
Through paid promotion, we aimed to take the course’s key learning beyond the academy environment and deliver practical, safety-focused information directly to young people on the platforms they already use. Each campaign asset also provided a pathway to the full course for those who wanted to explore the topics and develop their skills in greater depth.
Outline Your Strategy For This Campaign
Working in partnership with the HSE, we built the campaign around a free, self-directed course developed with two subject matter experts and spunout’s Youth Action Panel. We translated the course learning into platform-native videos, vertical cut-downs, carousels and custom illustrations.
Content included practical “what to do” advice and a lived-experience video featuring Charlie, who explored how social media can both support and negatively affect mental health recovery. Paid activity ran across Instagram, Facebook, TikTok, YouTube and Reddit.
We extended the campaign through radio and podcast advertising across Bauer Media Audio Ireland’s GoLoud network. Before selecting placements, we reviewed the network’s podcasts, hosts and audience profiles to identify those with the strongest engagement among our target age group. We also considered whether each programme and presenter was ethically and editorially aligned with the campaign's sensitive nature. This included a host-read placement on Stall It, helping the message feel natural and trusted within the programme.
We tested different user journeys, including direct course enrolment, the spunout academy homepage and relevant spunout.ie articles. We continually compared creative performance, video retention, clicks and post-click behaviour, adapting hooks, landing-page routes and channel weighting in response.
What Were The Outcomes For This Campaign Metrics Next Question
The campaign increased awareness of how young people can safely navigate online content relating to suicide, self-harm and eating disorders. It brought expert-validated information beyond the academy and into the social feeds, podcasts and online communities where young people already encounter these topics.
Young people received practical guidance on recognising misinformation and harmful online communities, responding safely when someone shares something concerning, protecting their wellbeing, and sharing sensitive content responsibly. Those who wanted to develop these skills further were encouraged to enrol in the free Safer Conversations Online course.
Course feedback showed that learners particularly valued the interactive activities, practical checklists and lived-experience stories, which helped make difficult information more relatable and applicable.
The campaign also produced valuable organisational learning. While course sign-ups were lower than hoped, building awareness and delivering useful information directly within each platform were also key outcomes. Reviewing the journey from an advert to Moodle registration helped us identify barriers to enrolment and improve our approach to platform-native content, landing pages and e-learning promotion.
What Are Your Metrics For This Campaign Real Metrics Please
The campaign had a total digital advertising spend of €20,299.56, including VAT, across Meta, TikTok, YouTube and Reddit. There was a separate spend for radio and podcast. Digital activity delivered 7,992,820 impressions, a combined reported reach of 1,405,565, and at least 52,629 link or destination clicks. This equated to approximately €2.54 per 1,000 impressions and €0.39 per click. Reach is not fully deduplicated because audiences may overlap across platforms.
• Meta: 787,444 reach; 3,589,762 impressions; 33,762 link clicks; 25,932 landing-page views.
• TikTok: 441,797 reach; 3,000,000 impressions; 1,610,700 video views; 12,760 views to 25%; 14,945 destination clicks.
• YouTube: 952,871 impressions; 237,341 TrueView views; approximately 242,029 views to 25%; 1,958 clicks.
• Reddit: 176,324 reach; 450,187 impressions; 1,964 clicks; 1,941 views to 25%.
The Bauer/GoLoud audio campaign added 274,968 network impressions and reached 130,210 unique users, with delivery split almost evenly across male and female audience bursts. The Stall It host-read placement added 54,940 impressions and reached 30,080 unique users. Both reported a 100% listen/view-through ratio.
Across digital and audio activity, the campaign delivered at least 8,322,728 impressions. The Safer Conversations Online course received 159 sign-ups.
Is There Anything Else You Want To Add Be Brief
Safer Conversations Online posts from spunout's Instagram/YouTube:
Carousels/Single Image:
Single Image Ad for Safer Internet Day - https://www.instagram.com/p/DUlTqXEjCLB/?hl=en
Carousel: 4 tips for staying safe when viewing sensitive content online - https://www.instagram.com/p/DVJ-CndjPt3/?hl=en&img_index=1
Carousel: How to recognise an unsafe online community - https://www.instagram.com/p/DVN3uyYjFpQ/?hl=en&img_index=1
Videos/Reels
Risks associated with mental health content online – hl=enhttps://www.instagram.com/p/DVjiHzTjAnw/?hl=en
Safer Conversations Online course explainer - https://www.instagram.com/p/DUbKeoKDdho/?
Using AI to talk about your mental health - https://www.instagram.com/p/DVyx_CnAvtt/?hl=en
Posting online after losing someone to suicide - https://www.instagram.com/p/DWqo9K4E6Hv/?hl=en
What to consider before sharing sensitive mental health content – https://www.instagram.com/p/DW1s_I4DO0d/?hl=en
Choosing a format you feel comfortable with when sharing online - https://www.instagram.com/p/DW6_Q0kDE88/?hl=en
https://www.instagram.com/p/DXM1Db8jFiG/?hl=en
https://www.instagram.com/p/DYFxaBwMZvc/?hl=en
YouTube: Charlie's lived experience: https://www.youtube.com/watch?v=Ef1jQJWCjME
