Finalist
Plan Your Way Out of Depression: Helping People in Europe Manage Difficult Conversations Surrounding Depression
Summary of work
Despite more people seeking help for depression, the journey to find the best way to cope isn’t linear and can be exhausting for both people living with depression (PLWD) and their caregivers (families/support network), leading to apathy or complacency.
In Janssen EMEA’s third year of running the Breaking Depression’s campaign, the aim was to help PLWD and their caregivers across Europe get the most out of conversations with their healthcare professionals (HCPs) to find ways to cope with their depression. We turned real-life insights into action with ’Plan Your Way Out of Depression’: an e-book and video. The content illustrates how there isn’t one set route out of depression and is filled with practical advice from those with first-hand experiences, with the aim of helping PLWD get the right support.
The campaign was promoted through social media and leveraged its increased use as a search engine; this was particularly important given the need to make content easily accessible. Posts were also developed to be shared or saved for later use to allow people to readily access advice.
The campaign exceeded video view KPIs by over 400% and time spent on site doubled year-over-year, demonstrating the materials’ practicality and impact.
Judges’ comments
This campaign from Langland and Janssen was well devised and masterfully implemented across channels, which resulted in some fantastic results. The judges thought it had great use of historic data and patient insights, strong collaborations with PAGs, as well as intelligent use of social listening.
