Over the past 18 months, we designed content to cover different topics within mental health. The approach for this project was to design the content from the ground up. First we audited existing content, then started a research phase around language, tone of voice, user needs and evidence-based content delivery.
I worked closely with a team of subject matter experts, clinical advisors, and information architects. Once the pages were prototyped, I conducted user testing to receive feedback and optimised the content based on those insights. This now serves as a blueprint for how Beyond Blue will design content in future iterations.
The next step was to work with the Strategic Marketing team to amplify this new content to ensure better discoverability, access, and engagement.
In 2020, at the height of the Victorian lockdowns, Beyond Blue conducted research amongst culturally and linguistically diverse communities. It identified the Chinese, Punjabi, Vietnamese, and Arabic communities as having low levels of mental health literacy.
Through user research, we discovered animations might be the easiest way to get our message across.
Working with an external agency, I developed the script and the visual style for the animations. We sought feedback from cultural consultants about tone of voice as well as balancing the right visual representation.
This resulted in animations with voice overs in each language. They were marketed and served to each linguistically diverse community through social media and community engagement. We were able to measure high levels of engagement in owned and earned media.
Over the past two years we have developed a suite of more than 16 stories about living with a mental health condition. The goal was to create human-centred stories that would resonate, have impact and drive help-seeking behaviour.
After extensive stakeholder engagement, I was able to bring the team together to deliver on this. I led storytelling workshops to find the stories we needed. I collaborated with different teams for budgeting, planning, execution, and delivery. I developed the concept of capturing holistic personal stories which could be scaled and segmented for different purposes.
This allowed us to create written and video stories with high production-value photography; a podcast episode (and related short audio cuts as needed) and various video cuts for web, brand, social media, product development and fundraising.
The result is a group of deep, heart-warming stories to be served through different channels. This is turn ensures audiences engage with the content in whichever way they choose.