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Performance of the €1 million #littlethings campaign judged by phone calls and social media

The campaign was launched in late October and has involved a number of high-profile individuals, including the Taoiseach, who has tweeted the hashtag.

The Executive informed the Medical Independent (MI) that the campaign will cost “approximately €1 million; this included baseline research and consumer research testing, development of, creative development of three TV ads, videos and online content, media buying and local implementation materials”.

The National Office for Suicide Prevention (NOSP) told MI that there are a series of key performance indicators (KPIs) for the campaign

The indicators include “traffic to the new online resource, the number of calls to 116 123 (the Samaritans’ free-to-call number, which is highlighted throughout the campaign); post-campaign research vis-a-vis baseline omnibus, which was conducted by Millward Brown in September 2014 (key emphasis will be on intended or actual behaviour change); engagement with national, local and regional groups/organisations; mentions of the campaign to the services; and PR evaluation and social media analysis.”

The HSE’s NOSP and a coalition of over 25 partner organisations are involved in the #littlethings campaigns.

At the time of going to press, the @littlethingshub Twitter account has close to 2,500 followers.

“The #littlethings campaign highlights that we all experience difficult times in our lives, and that when we do, there are some simple, evidence-based little things that can make a big difference to how we feel,” according to the HSE.

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