Turning a COVID milestone into a spotlight on youth mental health
We were tasked with elevating the profile of a mental health service provider, aligning it with a broad range of psychological conditions whilst enhancing its trusted clinical authority.
Client: Leading mental health service provider
98% of coverage positioned the provider as a leading service and
94% directed traffic to the website
Achieved nearly 400 pieces of media coverage, including 1 TV segment, 21 radio interviews, 14 national and regional news items
Direct impact on website engagement: 10% monthly increase in organic search clicks; 7.2% monthly rise in active users
Our approach
Recognising that the five-year anniversary of the first COVID-19 lockdown would generate significant media interest, we developed a compelling campaign examining the pandemic’s lasting impact on young people who were in secondary or tertiary education at the time.
We commissioned research exploring the long-term mental health effects on 18–25-year-olds and their guardians, uncovering persistent anxiety, disrupted sleep and delayed help-seeking. The findings provided fresh data, a timely news hook and a powerful human lens for media storytelling.
To bring the data to life, we secured powerful first-person case studies and delivered broadcast-level media training to a member of the client’s clinical team, ensuring authoritative and consistent commentary across all channels.
A phased outreach strategy led with live broadcast interviews before rolling out tailored angles to national, regional and online media, maximising reach and momentum.
“Beyond PR has been a very important and creative contributor to our growth story. Beyond has delivered on our shared goal, and most importantly, they have always done so with understanding and empathy for patients at the heart of the activity.”
Director of Communications
Outcomes
Through tailored media outreach, the initiative generated 390 items of media coverage, including a national television segment, 21 radio interviews, and 11 national and regional news editorials.
Significantly, 99% of media coverage included our client’s name, 98% highlighted the importance of seeking professional support and 94% directed audiences to the website.
The campaign’s effectiveness was reflected in measurable gains in website engagement, with a 10% month-on-month increase in organic search clicks and a 7.2% rise in active users.
