Lynn PR’s behavioural science approach to communications has been recognised as sector-leading, earning the coveted Best Use of Reporting and Measurement in a Campaign at the national PRCA Digital Awards 2021 for our #FreeYourMind campaign. This category looks to highlight innovative measurement and reporting of a digital campaign delivered in 2020.
Working with our client NHS South East London CCG, this behaviourally-informed platform awareness campaign, delivered during the first UK lockdown and highlighting available mental health services and support for residents in south east London, reached over 1.4m residents and generated some of the highest engagements in mental health communications including:
- up to x4.5 higher engagement than typical healthcare campaigns
- in excess of 25,000 conversions to the campaign microsite
- 54% engagement with key calls to action
- increased engagement with seldom-heard groups, for example 44% engagement with BAME audiences from a mean BAME population of 39%.
Assistant Director of Communications & Engagement at the CCG, Russell Cartwright, said:
“I’m really pleased to see this campaign get the recognition it deserves. Working on it with the Lynn PR team I have learnt so much. It has changed the way I view campaigns and shown me how much impact can be achieved by investing in the right strategic communications and behavioural insight approach.”
Founder of Lynn PR, Shayoni Lynn, added:
“We are thrilled for this important campaign to be recognised at the PRCA’s Digital Awards, particularly for such a vital campaign. Lockdown was a very challenging time for many people and we are proud to support our client NHS South East London CCG deliver key services that improve outcomes for many. To know that we helped residents get the support they needed during such a difficult time is humbling, and for our work to be recognised in this way is a true honour and a testament to the team’s hard work.
Our approach to data and our use of behavioural science is what sets us apart from other agencies, and working with clients like the CCG who understand and embrace the value of insights even during a pandemic has been incredible.”
Interested in using behavioural science to understand your audiences better? Write to us at firstname.lastname@example.org to get started on your behavioural insights journey.