Objectives

As ReachOut’s trusted social media community management partner, Quiip provides monitoring and moderation across the organisation’s social media channels 365 days a year.

The primary objective was to maintain ReachOut’s digital communities as safe environments to access mental health information and support, while actively encouraging Australians to take part in the Laps for Life challenge.

Alongside the inbound comments on the Laps forLifeFacebook and Instagram channels, Quiip oversaw and managed community activity within the dedicated Facebook Group for fundraisers.

Challenges

Engagement on Laps for Life channels increases by over 6000% during the campaign period, so Quiip’s daily service needed to scale dramatically to meet the anticipated volume. Over 90% of engagement during the campaign period originates from users outside ReachOut’s followers, who can be unfamiliar with the community guidelines. When combined with discussions about sensitive topics, this generated increased moderation needs.

Quiip needed to achieve a tonal balance of responsible, empathetic guidance towards support for people sharing mental health challenges alongside enthusiastic community engagement to encourage fundraising participation. The flow of information required accuracy and streamlined communication between Quiip, ReachOut’s internal stakeholders and their external fundraising agency.