SDG3 target 3.4: By 2030, reduce by one third premature mortality from non-communicable diseases through prevention and treatment and promote mental health and well-being.
click through rate
India is the suicide capital of the world. Around 135,000 Indians commit suicide every year, with suicide ranking as the most common cause of death for the age group of 15–39 years. Despite these numbers, mental health is still considered a taboo subject in Indian society and poor mental health is not discussed.
The Blue Whale Challenge, a viral online suicide challenge targeting teenagers set 50 tasks over 50 days, found a receptive audience and sadly became a social network phenomenon in several countries, including India.
The Indian attitude to mental health meant the reasons behind the impact and take-up of the suicide challenge were not explored or addressed; instead, there was a knee-jerk reaction, the so-called game was ‘banned’ and sensational misinformation around it spread like wildfire.
The Color of Grey Cells, a creative arts psychotherapy institution, wanted to find a way to encourage Indian adults to realise the connection between the ‘success’ of the Blue Whale Challenge and the reluctance to discuss mental health - and learn what they could do to help those in a fragile state.
We figured out the best way to educate people was to leverage the attention the Blue Whale Challenge attracted and transform this curiosity into an informational tool for concerned parents. The result was Project Re-search - a series of Google search ads attached to ‘Blue Whale’ related keywords that changed a person’s Google search. We identified the top Blue Whale search keywords and only targeted ads to users that were above 18 years of age - in the hope of reaching parents who might be researching the "phenomenon" - with these keywords.
The ads led users to a landing page which introduced them to different mental health conditions that could lead sufferers to react to the challenge, like anxiety, depersonalisation, depression and bullying. This was then linked to another ‘Google search’ for each of those conditions so people could learn in greater depth about the symptoms and find advice and ways to help their children.
The campaign made use of the Blue Whale Challenge in a unique way to promote mental health awareness amongst adults. The ads received an 8% click-through-rate - almost triple of the Google average. Google data showed searches for six out of seven mental health related keywords have risen by at least by 15% and in some cases 100% - their highest ever volume in India. The initiative was crowdfunded to keep the ads running and succeeded in a smart and engaging way in helping educate adults about the problems of mental health in India.
Check out more inspiring examples of our work on SDG3.
The story of Siemens and a town’s energy blueprint for th...
Isobar: The Perfect Candidate – Australian Futures Project
Working with Australian Futures Project, we shifted Australia’s national conversation during election time.
dentsumcgarrybowen: In Love We Trust with Sinyi Realty
Together with dentsumcgarrybowen Taiwan, Sinyi worked to produce “In Love We Trust”, a short film to encourage young Taiwanese to overcome their fear of commitment and to seeking lasting love an...
1st for Women: 16 Days of Light
Diversity and inclusion
FoxP2: First For Women
Facing fear to empower women
Merdeka LHS: The Coca-Cola Company
For The Human Race
"For The Human Race" celebrates resilience and stubborn optimism by showcasing true stories of real people bringing hope to humanity during the COVID-19 crisis.
ViiV Healthcare: Delivering Unique Customer Journeys
Disrupting online search results to raise awareness about...
SDG3 target 3.4: by 2030, reduce by one third premature m...
India is the suicide capital of the world. Around 135,000 Indians commit suicide every year, with suicide ranking as the most common cause of death for the age group of 15–39 years. Despite thes...
The Story Lab: Street Stars
Our challenge was clear: To show our clients and media owners that we can attract and therefore monetise the attention of an extremely valuable audience.
For a digital start-up to compete, IndieFin had to rise above the noise and attract leads in a category people usually dread. IndieFin had the tough task of getting a young, digital-savvy genera...
Isobar created a location-based interactive audiobook to transform car rides into magical journeys
Pre-register for our 2019 Digital Society Index
dentsumcgarrybowen: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
dentsumcgarrybowen: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.
GoalKeepers17: Rallying around Global Goals
As part of the UN's Common Ground initiative, all of its members have committed to raise awareness of its Sustainable Development Goals amongst businesses and consumers.
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.