The Challenge

In July 2022, SOCIETY launched Liptember Foundation’s inaugural research study uncovering results of the first-of-its-kind gender specific study (and the most comprehensive study ever) into Australian Women’s Mental Health. We were tasked with driving understanding and awareness of Liptember Foundation as the trusted source and respected leader in women’s mental health by leveraging the research to then build momentum and engagement into the annual September fundraising campaign, known as Liptember.

The Solution

To launch the research we activated a PR press office to launch the research results, generate awareness of the Liptember Foundation and build momentum for the Liptember campaign. We told the stories of everyday women’s mental health struggles, particularly focusing on the ‘mental load’, and then used our Liptember Foundation spokespeople, the research findings and our mental health expert Madhavi Nawana Parker to build trust and validity with our audiences. Come September, we supported Liptember in their revenue goals for the 2022 fundraising campaign with earned media momentum, paid social activity and robust (unpaid) KOL engagement and an influencer gifting strategy.

The Response