From the Nominator

YouTube is accessed by two billion users globally each month, with over 49 million in the UK. It is the second largest search engine in the world, and viewers often turn to the channel for their mental health and well-being needs. King’s Health Partners Academic Health Sciences Centre, King’s College London, and South London and Maudsley NHS Foundation Trust entered into a joint partnership with YouTube to connect viewers with trusted clinical advice from experts, debunk myths, and show ways to get the right support. The objective of the new video series, "Mind of the Matter," was to get the truth about mental health directly from the experts, in one easy location. To produce videos that were credible, understandable, and engaging for our target audience, we looked to secure the right experts, capitalize upon feedback from patient groups, and use boosting on social media to move people from "passive exposure" to "active recall." Our Mind of the Matter playlist hosts 31 videos covering topics such as psychosis, schizophrenia, alcohol dependency, anxiety, depression, obsessive-compulsive disorder, and eating disorders. The playlist has achieved a total watch time of 3,000 hours, 132,000 plays, and 14 million impressions. There have been more than 400 new subscribers coming directly from the playlist. Videos promoted during Mental Health Awareness Week attracted over 13 million impressions and 59,000 views. As a result, YouTube has funded 40 more videos focusing on mental health.

From the Judges

The impressions, engagement, and impact this campaign had was definitely grand-scale. We could see so many people finding this resource valuable. Amazing.