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How CALM is using brand partnerships to raise awareness of male suicide…
How CALM is using brand partnerships to raise awareness of male suicide
CALM : Mental Health Charity
Andrew Brown director of corporate partnerships says =
Teaming up with brands => credibility & relevance
Campaigns= Pro Bono Support from ad agencies + free Media support
Funding
Primarily on the helpline
Not on paying for campaigns to drive people to the helpline
Partnerships with brand = can leverage their
Comms
Brand
Customers access => in order to spike awareness
Long term partner = Top Man
Brings credibility
The brand is relevant in a way they couldn't before
Partnerships helped increase awareness + empathy towards male suicide under 45 in UK
From 19% to 43%
Looking to double by 2025
2017
"Don't Bottle It Up" campaign feat Chris Hughes
Boosted CALM's Website's web traffic 485%
120 Million social impressions
1,4 Million vues of "L'Eau de Chris"
2015: Unilever's Lynx's Campaign
"Bigger Issues" Campaign
Reaching 23 Million personnes
45% shift in awareness
Prompted a Parliamentary debate in Westminster
Transformed the brand image
From a Teenage boy's brand
To a more sophisticated and progressive brand
Partnership / Charity
Important
Build positive association
New story telling => ne opportunities
Brand can go off in a new way
Interacting with their consumers in a different way
Charity Looking forwards
=
Game changing
Collaboration between shaving brands
Harry's
ITV
Others Partnerships in progress
Tesco
Ongoing= Beard Poo
25% of the profits donated to CALM