King’s College London and Born Social partner for mental health campaign

king's college london born social RAMP

Social media agency Born Social has partnered with King’s College London to launch a social-first campaign exploring the mental health of the UK.

The campaign is part of ongoing research project – The Repeated Assessment of Mental Health in Pandemics (RAMP).

A year on since the UK first went into lockdown, the pandemic has had a profound impact on the mental health of people all over the UK. 

King’s College London and RAMP

As part of the RAMP research project, the team aimed to take a reading of the nation’s emotional wellbeing, uncovering those who have been who have been most affected.

Born Social worked with the team to create a stigma-free campaign for social media that would encourage as many people as possible to respond across the country. 

Leading with the headline statement: “Have you checked on your mental health?”, the campaign uses real-life photos of people representing potential respondents and a combination of news feed, stories and carousel ads.

Since launching the campaign, over 6,000 people have participated, with a 50% increase in sign-ups by males and a 20% increase in BAME participants – addressing an earlier imbalance from respondents among both demographic groups.

Commenting on the campaign, Dr Katherine S. Young, Primary Investigator in the RAMP study, said: “It’s been such a pleasure working with the Born Social team and I couldn’t be happier with how well the project has gone. 

“We’ve particularly appreciated all their flexibility and advice on our journey through the diversity recruitment process. We would love to work together again in the future!”