beyondblue In My Shoes Community

1. CASE STUDY: GOVERNMENT AND SOCIAL
Melbourne: (03) 9571 1199
Sydney: (02) 9420 2337
TO DEVELOP A COMMUNICATIONS STRATEGY
PLEASE GET IN TOUCH
www.latitudeinsights.com.au
Developing a communications
strategy for mental health
The business issue
Beyndblue was launching an awareness campaign to
highlight the prevalence of depression and anxiety within the
Gay, Lesbian, Bisexual, Transsexual and Intersex (GLBTI)
community.
The campaign was to target both a GLBTI and mainstream
audience to educate them about the link between
discrimination and mental health,
Our approach
To inform the campaign messaging and execution Latitude
Insights explored the types of discrimination among the
GLBTI community.
In doing so, Latitude Insights recommended the optimal
messaging to ensure communications resonated with, and
accurately represented the target audience.
The results
Beyondblue successfully launched the “left Handed’
campaign in 2012. The campaign rolled out nationally across
print, television and cinema.
What our client said
“The high quality research
produced by Latitude Insights
has enabled us to develop a
range of campaigns and
resources that can be
targeted to specific groups
within the population”
Dr Niicole Highet
The methodology
Given the sensitive nature of the topic, mental health,
discrimination and sexuality, Latitude Insights employed an
online qualitative methodology.
Latitude Insights invited 100 members of the GLBTI
community in to the Insights Community for six weeks.
These members were recruited via Beyondblue’s website
and various GLBTI media channels.
Advantages of the methodology
› The private, secure nature of the community allowed
participants to ‘feel safe’ to speak their mind
› Being held over weeks, it allowed for ideas to be
developed, refined and revisited
› Enabled feedback from a larger number of people
compared to traditional qualitative research
› Discussions were both spontaneous and prompted
providing greater context within the findings