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Construction Industry Federation
Safety Week

Bringing you Ireland’s first BeReal campaign for Ireland's youth information website, spunout.

The BeReal With How You Feel Campaign was a Mental Health awareness campaign which promoted healthy use of social media targeted at 16 to 25 year olds. Pluto teamed up with spunout, Ireland's youth information website, to empower and encourage conversation around Mental Health in a digital first using the emerging Social Media App, BeReal. The campaign asked young people to use their daily BeReal moment to be honest with their friends about how they’re really feeling, creating deeper connections amongst friends. Good or bad, happy or sad - share, open up, listen and talk.

 

#BeRealWithHowYouFeel
  • Start conversations among the audience about Mental Health

  • The audience feel empowered to speak about their Mental Health

  • The audience feel empowered to use social media for good

  • Create awareness that spunout are here to help with support and resources

 

Execution

BeReal, a hugely popular app with the target audience, provides the opportunity to connect with friends in a realistic and authentic way and has become known as the “anti-Instagram”. Once a day, BeReal notifies all users that it's time to post on the app, with a 2-minute timer on the clock. BeReal is an alternative to the hyper-curated social media we're used to. No getting the perfect shot, these photos are rough and ready to show and tell what you’re up to.

 

Results

Over the campaign duration, BeReal With How You Feel reached a total of 4.3 million people online through various digital touch points.

- 720,300 were reached organically through the campaign ambassadors owned channels.

- PR reach amassed approximately 2.4 million people, with placements on Irish Independent, and Spin103.8 among other national media outlets

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