mental health bebo case study derek chambers

‘Your Mental Health’ Bebo profile

Derek Chambers and Rachel Wright

HSE National Office for Suicide Prevention

Presentation content• Overview of ‘Your Mental Health’

campaign

• Why Bebo?

• Friends, comments, polls etc...

• Moderating guidelines

• Cost issues

• Plans

Policy context

Why mental health awareness as part of suicide prevention:

Is suicide the tip of the iceberg OR an island of misery in a sea of happiness?

Reach Out strategy

Targeted suicide prevention

Whole population prevention

The awareness campaign brief

7

HSE population health / NOSPmental health campaign brief

Campaign name

Mental health campaign

Overall policy

Reach Out Action Area 10Other relevant policy including Vision

for Change

Campaign aim

To improve awareness and understanding of mental health and mental well-being

8

Campaign objectives

• People will have a greater understanding of personal mental health

• People will seek social / professional support

• People will recognise the importance of social / professional support

9

Target audience / key messagesCampaign target

audience (s)General public:o With specific targeting of 13 to 35 yr olds

Key message (s) o Mental health is as important as your

physical health

o Minding your mental health is as important as minding your physical health

o It’s ok to talk about your mental health as you would your physical health

The campaign – ‘Your Mental Health’

40,000,000Users in US, UK, IR, CA, AU, NZ

>25% of Ireland’s population has a Bebo Account

Bebo has 40,000,000 Users

#1Google SearchTerm in 2006

#3 Most engaging site(after Google and MSN properties)

#1Site in Ireland

Profile page design

Homepage Promotion

Friends

Currently:

• 1367 friends• 1859 (‘ever’)• 37, 882 profile

views

Comments

• Comments are pre-moderated

• Comments are anonymous

Blog

• A different mental health topic is covered each month

• Topics covered– peer pressure– loneliness– alcohol and drugs– sexuality– self-harm

Polls

• Polls are conducted based on the current blog topic

• Polls have been taken 16345 times

Polls – alcohol and drugs

Quiz page

•Quizzes are also related to blog topic

•Quizzes have been taken 8169 times

Quizzes

Widgets • Slideshow.com

www.bebo.com/yourmentalhealth

Guidelines

CostsCosts Amount in €

Profile design 2,500

Bebo charges for sponsored profile with 1 month of homepage promotions

17,000

Outsourced moderator / profile management for 3 months

11,400

Total 30,900

Future plans