Results and Effectiveness

The site hosting the animated videos achieved 3,546 visits, with an average duration of more than three minutes in the two weeks leading up to Stress Down Day, and 203 shares through social media. The Stress Down Day Blog Event had 100 per cent positive feedback and reached 93,499 people via 185 tweets using the hashtag #StressDownDay. Eight blog posts resulted from the event, reaching 54,500 unique visitors and receiving 109 positive comments. While fundraising was not a focus of this campaign, the 2012 Stress Down Day had over 700 participants raising more than $85,000.

Creative Execution

The strategy focused on creating shareable content across the social sphere. This was targeted by: • Video animations: What better way to raise awareness about stress management than by sending a Stress Down Day video to a friend who needs a bit of stress relief! We created four short animations showing stress down tips that can be shared amongst social networks. Users were able to put their individual name and the name of a friend within the animation and share it on Facebook, Twitter, Pinterest and via email. • Exclusive Blog Event: Raising families and juggling careers as well as full time blogging puts Mum Bloggers in the danger zone for stress. They have a large audience that would find this content relevant, and by pampering and de-stressing their lives for one night this event created a positive Bupa brand experience two days before Stress Down Day.

Insights, Strategy and the Idea

Stress is a major factor affecting the physical and mental health of Australians, and Stress Down Day is a great way to raise awareness about the need for stress management. Bupa Australia was a major sponsor of Lifeline’s Stress Down Day, and aimed to leverage this association to raise awareness of the brand and create a positive brand association. While Lifeline was the hero of this day, we identified a gap in the creation of entertaining content to help spread awareness.