Behaviour Change Marketing Case Study – Time to Change
I used to work for Time to Change, England's leading mental health anti-stigma campaign. It is run by Mind and Rethink Mental Illness, and funded by Department of Health, Comic Relief and Big Lottery Fund. While there, I was responsible for managing behaviour change marketing campaigns.
The Challenge
In any given year 1 in 4 adults will experience a mental health problem. Most will face stigma and discrimination as a result. I was challenged to develop a multi-channel advertising campaign that would tackle the stigma, and change people's behaviour towards those affected by mental health problems.
The Solution
I provided project management for this behaviour change marketing campaign, starting with marketing planning and briefing of relevant agencies. I continued to bring the creative concept to life, working with agencies to produce new radio, video and digital display advertising.
Services provided
Marketing planning
Full marketing planning, including campaign development, implementation and evaluation.
Creative development
Working with creative agencies to bring the creative concept to life by exploring more of the ‘Little Things' that make a big difference to people with a mental health problem.
Copywriting
Web pages, emails, voice-over scripts for radio and video, and display advertising.
The Results Were Amazing
We carried out a full evaluation of the behaviour change marketing campaign, working with two market research agencies.
As you can see, the campaign exceeded all of it's targets.
Guideline costs
I take a personalised approach to my pricing structure. Every project is different, and therefore every project should have a price that reflects the work involved. These prices are given as a guidance – I won't be able to give you an accurate quote without knowing more about your project. My current prices may have increased or decreased since carrying out the work in the case study.
Marketing campaign development (large budget) from £5,000 + VAT
Strategy development from £1,000 + VAT
Copywriting – 30 second radio advert from £500 + VAT
Copywriting – Standard Website Package from £1,000 + VAT
