Movember engaged Quiip to create and implement a governance strategy, community guidelines, response templates and other required documentation to support the campaign across its global social media channels. Quiip was also engaged to provide community management and moderation services 24/7 throughout the World Suicide Prevention Day campaign.

Summary:

Coinciding with World Suicide Prevention Day 2016, JWT worked with the Movember Foundation (Movember) on a creative a video entitled Suicide Notes Talk Too Late (SNTTL). SNTTL tackled the issue of high rates of male suicide and contained a call-to-action for men to talk to their friends, family or medical professional about their mental health.

Via referral from beyondblue, Movember engaged Quiip to create and implement a governance strategy, community guidelines, response templates and other required documentation to support the campaign across its global social media channels. Quiip was also engaged to provide community management and moderation services 24/7 throughout the World Suicide Prevention Day campaign.

Objectives:

  • Build key governance documentation to cover 24/7, global campaign activity and cater to the critical risk around mental health or disclosure of suicidal thoughts
  • Manage all high and critical risk activity while on shift

Key Responsibilities:

Community management

  • Provide advice to Movember staff in 6 markets on managing community discussions around mental health and suicide
  • The nature of this campaign meant that conversation was encouraged as much as possible. Examples of this included asking if a commenter was OK, asking if they had someone they trust they could talk to, or encouraging them to share their story (within community guidelines).

Crisis management

  • Provide 24/7 moderation cover over the 72 hours surrounding World Suicide Prevention Day and 12 hours of cover for the days before and after of that week
  • Check the Facebook and Twitter channels for each of Movember’s six global markets (Australia, New Zealand, Ireland, UK, Canada and USA).
  • Check Movember’s Instagram account
  • Support and advise the Movember CMGR’s on handling any high risk content between Quiip shifts
  • Movember specifically engaged Quiip to handle critical and high-risk content. In order to do so we worked alongside Movember’s in-house community managers who were on hand to action all low risk and non-campaign content. The Quiip and Movember teams used Slack for inter-team communication during moderation shifts (helping to prevent duplication of work). 
  • Process for managing risk outside set CM hours: Due to the high risk nature of this campaign, Quiip provided 24/7 moderation coverage at the peak of the campaign to ensure there was always someone on to manage any risk. As the campaign slowed, we made sure that community guidelines were in place and that all posts had responses containing important emergency service and support information.

Total hours per week and how it was scheduled:

  • During the campaign Quiip provided 24/7 moderation for 3 days at the peak of the campaign and then scaled back to 12 hours of coverage for the remainder of the campaign period.
  • When Movember re-posted the video in November, Quiip was re-engaged to provide a further 24 hour coverage for the first 24 hours and then scaled back to 12 hours of coverage for the remaining 3 days.

Key achievements and outcomes:

Crisis management

Delivered a full governance strategy including a risk matrix and community guidelines encompassing mental health and suicide. 

  • Provided response templates and documentation on how to talk about mental health and suicide, which was used by Quiip, Movember and Movember’s campaign partners.
  • Provided 110 hours of active community management
  • 3 critical risk posts resolved
  • 76 high risk posts resolved

Content Examples:

The above comment is from the Movember Slack channel. It shows Kelsey (Quiipee) checking in for a shift and Movember staff responding positively.

An example of a high-risk incident handled during the campaign.