The Hollyoaks #DontFilterFeelings campaign has won its fifth award, picking up Best Social Good campaign at the DigiDay Media Awards.
DigiDay celebrates the best in digital marketing across Europe and other winners included Sky, ITV and some of Europe’s biggest digital marketing agencies for global brands.
#DontFilterFeelings - A Year Long Campaign
To mark Mental Health Awareness week in May 2018 cast and crew very bravely shared their personal stories in a special video to de-stigmatise mental health.
On World Mental Health Day, in association with Beat, the eating disorder charity, Beat ambassadors took over Hollyoaks’ Instagram Stories to show their real time days and how they deal with triggers that affect their mental health and eating disorders.
In association with MIND, a Facebook Live studio was built in which actor Richard Linnell interviewed Jonny Benjamin, a mental health campaigner who suffers from schizoaffective disorder. This was to give the audience a real insight into the condition that Richard's character Alfie would be suffering from.
#DontFilterFeelings - The Results!
Overall, Lime Digital’s #DontFilterFeelings content for 2018 reached over 6.3million people, with 1.2m views across all platforms. The Snapchat ‘Lifting the Filter’ film saw a massive impact with 23k engagements, and 2.3m reach. Jenni Regan from MIND was quoted as saying “Hollyoaks have been incredibly dedicated in bringing a variety of mental health conditions to an all-important young audience in an accessible way.”
#DontFilterFeelings has built on this fantastic work by starting the mental health conversation encouraging many young people to share stories and seek help.” The campaign has picked up awards from RTS, MIND, the Drum (including the prestigious Grand Prix Judges’ Award) and now DigiDay.