Title	UOKM8?
Brand	LADbible
Product/Service	LADBIBLE
Category	B12. Use of Social Platforms
Entrant	LADBIBLE London, UNITED KINGDOM
Idea Creation	LADBIBLE London, UNITED KINGDOM
Media Placement	LADBIBLE London, UNITED KINGDOM
PR	LADBIBLE London, UNITED KINGDOM
Production	LADBIBLE London, UNITED KINGDOM

Name	Company	Position
Stephen Mai	LADbible Group	Head of Marketing and Design
Mollie Mills	Mollie Mills	Film Director

The Campaign

According to Campaign Against Living Miserably (CALM), the biggest killer of men under the age of 40 is suicide. LADbible's audience is predominantly 18-30 year olds, with over 60% of our fans being male. We asked our audience via an instagram post what they cared most about, we got thousands of responses saying mental health was important. We wanted to use our reach and influence to make a difference to our audience and open discussions about mental health in a way that was meaningful. Through leveraging our engaged social channels we were able to take the conversation to our audience. We created impact through using films, editorial and illustrations that stood out from our ‘always on’ content whilst still taping into our core content foundations. Through the campaign we presented LADbible as a credible multifaceted youth media brand that can act as a voice of young people.

Creative Execution

UOKM8? Changed the mental health conversation and shifted the position of LADbible through using relatable content and our social media power to drive conversion. We approached it through driving: Aspirational films highlighting ‘heroes’ dealing with mental health issues and anxiety Editorial pieces covering everything from personal experiences of our audiences with all content aggregated on the a section of LADbible.com Social assets and illustrations making the content stand out from our ‘always on content’ The campaign also included a survey of 50,000 people from our community answer question to help us understand how Mental Health issues effect our audience. Our social channels were crucial to this success; with Facebook directing 90% of our website traffic, and accounting for the majority of our 36 million reach from the campaign. We launched with a series of films ‘Everyday Heroes’. The shorts focused on influential men, such as Olympic medalist Louis Smith.

Results -Campaign reached 36 million people -?Louis Smith Everyday Heroes video was viewed 3.8 million times on Facebook -SwimDem Everyday Heroes video was viewed 1 million times on Facebook? -823,000 engagements with the campaign? across our digital platforms -50,000 people took part in our poll? -550 thousand UOKM8? article reads on on LADbible.com -Time on site was an average of 3:12 mins on UOKM8? Editorial (3 x the standard average) -We extended this from a three-month campaign to a permanent ongoing campaign -Invited to speak to speak at 10 Downing st on mental health and the passions and interest of young people -Advertising sales have increased by over 100% as this campaign has reposition LADbible as a positive youth media brand of a generation

UOKM8? was a campaign driven by social media for a social generation. LADbible with social at the heart of it’s business leverage channels like Facebook, Twitter and Instagram to change the way a generation thinks about mental health. We wanted to use our reach and influence to open discussions about issues that weren't often spoken about, and encourage our audience to ask each other "UOKM8?" We also wanted to make this a long-term commitment whilst using the campaign to challenge perceptions around LADbible, content proposition, our community and the things we stand for.

Insights, Strategy and the Idea

Target Audience: Young people 18-30 (existing and new audiences) and advertisers Our internal brief was to destigmatise mental health issues, and empower our community to be able to talk about anxiety and other mental health issues. It was important throughout to actively change the public's preconception of LADs for this campaign, and celebrate our community. We wanted to create and distribute content focused around credible and relatable stories, and we had to make something that felt like it was coming from LADbible but was sensitive to the topics we were addressing. We consider our LADs as Everyday Heroes, which is an aspiration for our audience. The content have our audience an opportunity to respond in a positive manner that reflected this. Through leveraging our social channels we could engage our audience and reach new people by leveraging the algorithm. We also used paid social to drive consideration amongst commercial targets.