Butterfly Foundation & Tug Find Success In #ChatStarter Campaign

Mental health and body image advocates, Butterfly Foundation, has achieved the highest audience engagement out of seven not-for-profits taking part in the National Mental Health Commission’s #ChatStarter campaign.

Butterfly Foundation, which is managed by digital marketing agency Tug, accounted for 41 per cent of total audience reach, delivering 8.1 million impressions and 22 per cent of all clicks received during the campaign.

Under the banner of the National Mental Health Commission, the #ChatStarter campaign brought together leading youth and parent organisations, including Butterfly Foundation, Headspace, Batyr, Kids Helpline, Beyond Blue, Orygen and ReachOut to deliver a communications program to increase self-agency and help-seeking among children, young people experiencing mental health challenges and their parents.

Tug managed social media advertising across Facebook and Instagram and Google ads for Butterfly Foundation, targeting young people and parents of young children, to raise awareness of #ChatStarter and drive traffic to the landing page.

Butterfly’s social advertising achieved the highest results from seven partners which took part in the campaign, including 11,200 click throughs, reaching 41 per cent of all audiences.

“Butterfly is the national body and voice of lived experience for people living with eating disorders and body image issues and those who care for them,” said Butterfly’s head of communications and engagement, Melissa Wilton.

“We partnered with the National Mental Health Commission and other key mental health youth organisations to deliver #ChatStarter because we were seeing the devastating impact of Covid and its repercussions within our community and beyond. We are proud to be associated with a campaign which assisted so many people to take action and access support for themselves or their loved ones.

“Using social and Google advertising to engage our audiences and raise awareness of the campaign, Tug brought their expertise and understanding of performance media to not just achieve our ambitious goals but exceed them.

“That has ensured strong cut through and interaction with our key target populations, driving them to the #ChatStarter site to get the advice and support they need and we’re thrilled with the result.”

Nick Beck, CEO of Tug, added, “Butterfly does outstanding work, delivering help to those who need it. Our team worked carefully to ensure it reached the right people at the right time and avoided any wastage and I’m proud of everything they helped achieved for our partner and the wider #ChatStarter campaign.”

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