March 25, 2023
Sussex Partnership NHS Foundation Trust (SPFT) sought help from Air Social to promote their new service, Staff in Mind.
SPFT needed to reach NHS and Social Care staff experiencing emotional or psychological difficulties, who were less likely to seek help or access the support available through their workplace.
SPFT sought out Air Social to help reach these staff members through non-work channels and grow awareness and self-referrals for the Staff in Mind service. Working closely with the SPFT and Staff in Mind team, Air Social put together multiple campaigns which were served across the Meta ads network.
Air Social built audiences using geo-targeting on NHS and Social Care workplaces across Sussex combined with demographic and interest-based targeting. The advertising was served across the Meta ads network, covering Facebook and Instagram, to people recently in the critical target areas.
By serving ads through social media and directing them to the Staff in Mind website with a self-referral process, the campaign was separated from the work environment, helping reinforce the confidential and discreet nature of the Staff in Mind service.
The ads received 326,914 impressions, 5,857 link clicks, and 88,870 post engagements throughout the campaign, successfully increasing interest in and awareness of Staff in Mind.
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