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Case study: multi channel depression awareness campaign

The Lean on Me campaign specifically targeted friends and family to identify and encourage those with depression to seek help

Published: 09 Mar 2012

depression awareness

The campaign encouraged friends and family to help those with depression.

Client: Lundbeck

Agency: OgilvyHealthPR

Campaign: Lean on Me

Timescale: October 2010 to ongoing

A quick look

Lean on Me is the first multi-channel depression awareness campaign to specifically target friends and family to identify and encourage those with depression to seek help. It utilised facial recognition technology allowing users to share personalised Lean on Me videos via email, Facebook and Twitter. In a survey, four months post-launch, 63% of consumers said the campaign helped them recognise depression in a friend with 11% seeking help from an HCP. Its success is further highlighted by campaign partnership with over 10 patient and professional groups, including World Federation for Mental Health, Wonca, European Depression Association and Aware.

Challenge

Depression affects 33 million people in Europe, yet approximately half of people with depression are not diagnosed, partly due to the high level of stigma surrounding the disease.  To help address this, Lundbeck tasked OgilvyHealthPR to develop a disease awareness campaign to break down the stigma around depression and encourage those affected to seek treatment. Some of the key symptoms of depression – feeling of hopelessness, lack of energy and volition – mean that patients are difficult to reach and mobilise. Research also revealed that 68 per cent of people with depression withdraw from friends and family, despite the crucial role they can play in recovery.


Solution

“Lean on Me! When you’re not strong, and I’ll be your friend, I’ll help you carry on…”

The inspiring and motivational lyrics from Bill Withers’ much loved song “Lean on Me” were carried through the entire campaign. Lean on Me is the first multi-channel depression awareness campaign to target friends and families to identify and encourage those affected by depression to seek help. An engaging and colourful online platform was developed including educational content, personal stories, offline and online advertising, live events and media campaigns. For the first time in a healthcare campaign, an innovative facial recognition technology was utilised, the Friend-Clip, allowing users to share personalised Lean on Me videos via email, Facebook and Twitter. 

Results

In a survey four months post launch over half of HCPs reported they saw more patients presenting with depression, 66 per cent reported more patients being diagnosed and 56 per cent reported more patients being treated for depression. 11 per cent of consumers who remembered the campaign said they sought help from an HCP for themselves or a friend as a result of the campaign. Two thirds of consumers surveyed said that Lean on Me made them recognise depression in a friend or family.

Online statistics were also impressive. The website has had more than 95,000 visits, with more than 180,000 pages being viewed. More than 7,400 people also engaged with the Friend-Clip. Its success is further highlighted by campaign partnership with over 10 patient and professional groups, including World Federation for Mental Health, Wonca, European Depression Association and Aware.


Client verdict

“The Lean on Me campaign successfully destigmatises depression and really delivers for those affected by it and the ones closest to them.
We are really proud of the campaign and the innovative elements that make it so unique. In particular, the Friend-Clip technology, which has never been used in a healthcare campaign before but has proven to be a valuable tool for engaging with our target audiences”

Fredrik Jerre,
Head of Global Marketing,
Cipralex®, Lundbeck

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