The Challenge
The Better Off With You campaign ran during January and February 2020 across digital channels targeted to Northern Sydney and regional Queensland, two geographic regions disproportionately impacted by suicide. It explored themes related to suicidality, including the feeling of being a burden on loved ones, and leveraged peer-to-peer storytelling from those who had attempted, or seriously contemplated, suicide to create social permission for uncomfortable conversations, then connect those in need with life-saving resources. The sensitivities of this project called for uncompromising diligence. SANE needed robust governance to support critical conversations, safeguard the integrity of user experience and minimise risk for stakeholders.
The Solution
SANE Australia is a national mental health charity supporting people affected by complex mental health issues. Quiip has worked with SANE on several online community and social media projects over the years, and was called upon again to support their 2020 Better Off With You initiative, supported by funding from the Australian Government Department of Health.
The Better Off With You campaign ran during January and February 2020 across digital channels targeted to Northern Sydney and regional Queensland, two geographic regions disproportionately impacted by suicide. It explored themes related to suicidality, including the feeling of being a burden on loved ones, and leveraged peer-to-peer storytelling from those who had attempted, or seriously contemplated, suicide to
create social permission for uncomfortable conversations, then connect those in need with life-saving resources. The sensitivities of this project called for uncompromising diligence. SANE needed robust governance to support critical conversations, safeguard the integrity of user experience and minimise risk for stakeholders.
Quiip designed a solution that incorporated rigorous social media governance for the project and front-line moderation of user interactions across Facebook and Instagram.
We created a customised risk matrix with scenario modelling and documented escalation procedures within the SANE team and to crisis services. We also produced a comprehensive response guide in consultation with clinicians that broke down elements of high risk or suicidal activity against critical themes, to enable the crafting of individualised replies.
These tools were each developed in line with SANE’s existing Tone of Voice, existing community guidelines and best practice language choice guides. Additionally, Quiip provided key advice and insights to support the individuals who chose to share their stories on camera as part of the campaign, via strategies for managing unwelcome or inappropriate commentary from users.
The Quiip team delivered after-hours and weekend moderation for all social media engagement throughout the campaign period. At campaign launch, all comments were moderated every hour, 24 hours a day. After engagement patterns were identified, moderation was adjusted to every two hours. Thorough record-keeping and reporting allowed the SANE team to stay in constant touch with trends, sentiment and emergent issues.
Results
There were 387,135 completed views across the six 30 second video stories shared via social media across the campaign. Engagement spikes were between 2-3am and 8-9pm and click through rates increased each week of the campaign. Content and messaging were supportively received and praised by many community members.
There were no identified critical risk incidents online during the campaign. 100% of comments were managed promptly, sensitively and without incident. SANE reported an increase in the intention of participants to seek mental health and other support information online. Their lived experience video storytellers felt well- supported and had a positive experience of campaign participation.
‘Better off with you’ won Suicide Prevention Australia’s 2020 LiFE Award and SANE is now is seeking to extend the program nationwide.