One of the campaigns I’m proudest to have worked on, #FreeYourMind for NHS South East London CCG, won Best Use of Reporting and Measurement in a Campaign at the national PRCA Digital Awards 2021. The category highlights standout measurement and reporting in a digital campaign, and being part of the team that delivered it felt like real validation of an approach built on data and behavioural science from day one.
The Campaign
#FreeYourMind was a behaviourally informed platform awareness campaign, designed to highlight mental health services and support for residents across south east London. We delivered it during the first UK lockdown: a moment when the need for clear, trusted mental health messaging was more urgent than ever, and when getting it right mattered more than usual.
The results reflected that:
- Reached over 1.4 million residents across South East London
- Up to 4.5x higher engagement than typical healthcare campaigns
- Over 25,000 conversions to the campaign microsite
- 54% engagement with key calls to action
- 44% engagement among BAME audiences, against a mean BAME population of 39%, a genuine gain in reaching seldom-heard groups
Why It Stuck With Me
This campaign is the clearest example I have of what happens when measurement isn’t an afterthought; it’s built into the strategy from the start. Knowing exactly what to track, why, and how to act on it in near real-time is what lets us adapt #FreeYourMind mid-flight and reach the people who needed it most, including audiences that are usually the hardest for health communications to engage. It’s an approach I’ve carried into every campaign I’ve worked on since.
If you´d like to discuss building an award-winning campaign for your brand, contact me for a discovery call.