May 23, 2012
Pixel Light is pleased to announce the launch of beyondblue men, a new initiative designed to support men experiencing the symptoms of depression and anxiety disorders and assist them in getting the help they need.
The whole team has been working tirelessly with beyondblue to get the online campaign up and running, and we are thrilled with the results. It’s incredibly rewarding to be working on such as worthwhile project and tackling an issue we are all very passionate about.
The issue itself is certainly an important one; the stats show that while depression and anxiety affects both men and women, their experiences and the way they respond is often quite different.
On average, 1 in 8 men will get depressed at some stage of their lives and 1 in 5 will experience anxiety. Sadly, men are far less likely to seek out friends for support or go to the doctor for help.
Often, this has a lot to do with the male image of self-reliance – the idea that men should be able to ‘tough it out’ or ‘battle through it’. But depression and anxiety are serious illnesses that won’t get better without medical help.
The new initiative aims to empower, educate and support men struggling with depression and anxiety – and the people who care about them – as well as help them find the resources they need to get on the road to recovery.
The central purpose of the campaign is to generate phone calls to the Depression & Anxiety info line, both to offer assistance and support and to meet the organisational objectives of beyondblue.
Pixel Light’s role in the campaign has been an exciting one. While the site itself is only a microsite with little content, a great deal of thought and strategy has gone into the project to achieve the goal of driving phone calls.
The website is structured in such a way that the phone number is the primary focus; on mobile devices the website re-sizes and ‘click to call’ is enabled to capitalise on a growing trend that suggests people are increasingly likely to call beyondblue from a mobile phone rather than a landline.
Content on the site is deliberately thin, with limited ability to click away to other pages in the site. The aim here is to make it very clear within seconds how the site solves the user’s need, and to provide them with the logical next step, i.e. to call the info line.
From a digital marketing perspective, we’ve ensured every action is recorded and measured. All phone calls are tracked by source of entry using dynamic phone number tracking, which ties into Google Analytics and allows us to see how effective each marketing channel has been, measured against its cost. We can then retrospectively realign the advertising spend to the channels that are generating the most phone calls at the lowest cost.
We look forward to updating you with the results.
Depression and anxiety are extremely common and there are effective treatments available. You don’t have to keep doing it tough day-after-day. Call the beyondblue Depression & Anxiety info line on 1300 731 453 for more information and to find out where to get help in your area.