ReachOut.com Uses Social to Deliver Life Saving Services
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ReachOut.com Uses Social to Deliver Life Saving Services

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Tragically, the leading cause of death among young Australians (14-25) is suicide. To tackle this issue the Inspire Foundation provides services through their flagship service, ReachOut.com, that......

Tragically, the leading cause of death among young Australians (14-25) is suicide. To tackle this issue the Inspire Foundation provides services through their flagship service, ReachOut.com, that aim to improve young people’s mental health and wellbeing, and let them know that they don’t have to go through tough times alone.

To better understand how young people are talking about mental health issues, the challenges they are facing, and how they cope with issues like bullying, drug and alcohol abuse, and stress, Swainston and the team turned to social media. Read on for the inspiring results.

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  • 1. Case Study / ReachOut.comReachOut.com uses social media to connectyoung people with mental health support andservices, and engage them in conversationsaround mental health and wellbeing.The Challenge opportunity to ensure that the new version of ReachOut.com was reaching those who neededTragically, the leading cause of death among the services, not just through the new site, butyoung Australians (14-25) is suicide. To tackle this through a broader multi-channel approach. Toissue the Inspire Foundation provides services better understand how young people are talkingthat aim to improve young people’s mental health about mental health issues, the challenges theyand wellbeing, and let them know that they don’t are facing, and how they cope with issues likehave to go through tough times alone. Inspire bullying, drug and alcohol abuse, and stress,delivers its flagship service, ReachOut.com, online Swainston and the team turned to social media.because it offers young people anonymity, help Using Salesforce Radian6 to find thousands ofand support 24 hours a day, and is accessible to conversations online, they were able to gainyoung Australians in remote regions. This allows valuable insight into the language that was usedthem to help thousands at any one time. While to discuss these topics, as well as understandReachOut.com has been around since 1998, the what obstacles are preventing young peoplecontext in which young people are growing up from getting the help they need. They were alsohas changed dramatically in the last decade. able to target those young people that were veryWith this in mind, the Inspire team found a need active and influential in conversations aroundto adapt the way ReachOut.com was being mental health and related topics.delivered, and to actively try and reach youngpeople through social channels. In order to do so “Social media has proven to be an amazingeffectively and appropriately, it was critical to gain research channel for us. We are able to learnan understanding of the conversations that young first-hand how young people are discussingpeople were having on a range of topics, and gain mental health issues, and take this informationinsight into their needs. and adjust the language and messaging of our site,” explains Swainston. “Not only this, but by delivering the service through social channels,The Approach we’re bringing important conversations to them, in appropriate ways, in the spaces where theyNathalie Swainston (Brand and Marketing already are.”Manager) and the ReachOut.com team saw anwww.radian6.com1 888 6RADIAN (1 888 672-3426) Copyright © 2012 Salesforce Radian6
  • 2. Case Study / ReachOut.comThe ResultsUsing Radian6 has helped shape the content and audience better, it has also helped them to tracklanguage that ReachOut.com uses on their newly media efforts and special projects. It has allowedlaunched site and on social media channels such them to share valuable insight with their supportersas Facebook and Twitter. They were able to use and donors, such as the fact that this past yearthis research to supplement the input hundreds there’s been a 27% increase in the number ofof young people provided through a number of young people getting help from ReachOut.com,participatory design workshops, helping to build a and that the most engaged of those users aresolution that is for young people, created with input coming from ReachOut.com’s social channels.and direction from young people. Radian6 hasnot only given the team a chance to perform cost Visit the new ReachOut.com to see the results of alleffective research and understand their target their hard work.www.radian6.com1 888 6RADIAN (1 888 672-3426) Copyright © 2012 Salesforce Radian6