Julie Delaforce, GM at Quiip, & Jeremy Macvean, Global Marketing Consultant at Movember present on After The Creative is Done: The Importance of Community Management at Mumbrella's CommsCon

1. AFTER THE CREATIVE IS DONE: THE
IMPORTANCE OF COMMUNITY
MANAGEMENT
WORLD SUICIDE
PREVENTION DAY 2016

2. THE issue
• Globally, the rate of suicide is alarmingly high, particularly in men
• Around the world, on average we lose a man to suicide every
minute of every day
• That’s 510,00 men that we lose to suicide each year
• By market, on average (conservatively):
• 87 men each day take their life by suicide in the USA
• 13 men each day take their life through suicide in the UK
• 7 men each day take their life through suicide in Canada
• 5 men each day take their life through suicide in Australia

3. ONE solution
• Suicide is complex and there is no single reason of why men take
their own lives.
• Too many men are ‘toughing it out’, keeping their feelings to
themselves and struggling alone with their issues.
• In this campaign we encouraged men to take action sooner,
because we know that early intervention leads to better outcomes.
• We want men to talk, take action and ask for help earlier if they
need it - “Men, let’s talk when things get tough”.

4. World Suicide Prevention Day
2015

6. 2015 Campaign - Results
• The most successful global activity outside of the Movember
campaign ever
• Over 4,400‘likes' globally on the news articles on Movember.com
(we normally get ~10-20 likes)
• Over 8,000‘likes’on Facebook (we normally average ~100 likes)
• Over 2,602‘shares’on Facebook (we normally average ~20
shares), delivering a reach of 424k
• Hundreds of retweets, even one from Stephen Fry going to his
11.3 million followers
• Very strong LinkedIn performance
• Overwhelmingly positive comments across all channels

7. WORLD SUICIDE
PREVENTION DAY
2016 CAMPAIGN

8. CAMPAIGN OBJECTIVES
1. Encourage men to stay socially connected and talk,
especially when things get tough
• This campaign is focused on prevention through encouraging a
mass audience to take early action, rather than specifically
targeting suicidal men
2. Raise the profile of The Movember Foundation, our
men’s health focus and the issues we tackle

9. MARKETS
• US
• Canada
• UK
• Australia
• NZ
• Ireland
• Global / Rest of World

10. CAMPAIGN timings
• From Monday 22 August, 3 weeks out from WSPD
• Social media posts started
• Content focused on reinforcing the social crisis of male suicide
• Content referenced social connection and taking effective
action
• Tuesday 6 September, the week of WSPD, video launch
• Hero video uploaded to Movember.com and pushed out on all
social channels
• Partners shared video
• EDM sent

12. WSPD 2016 CAMPAIGN VIDEO

13. Mo Guides
• The campaign prompted men to talk when things get tough.
• But lots of blokes don’t know how to stay connected, reach out and
how to help their mates.
• To help address this, we produced ‘Mo Guides’, Movember’s
straight up tips for staying connected and starting important
conversations.

14. HOW TO BE A BETTER MATE
Send your mate a
message or school
and pick up the
phone.
go old
Lock in a time to
meet. “Mate, let’s
catch up soon” ain’t
good enough, sort
out a date and time.
It could also be a
recurring catch up.
Do something. It
could be something
you both like doing,
or something new.
Guys often talk more
openly when they’re
doing stuff shoulder-
to-shoulder.
If you or your mate
wants to chat about
something tough, be
there and listen.
Share the shit that’s
happening in your life
too. It’s amazing how
much better and
closer we feel
when we talk about
the real stuff.
HOW TO BE
A BETTER MATE
Men can lose touch with their mates as
they get older. Make the effort to stay
socially connected and you’re well on
the way to better friendships and better
mental health. Here’s how:

15. HOW TO BE A BETTER MATE
Send your mate a
message or school
and pick up the
phone.
go old
Lock in a time to
meet. “Mate, let’s
catch up soon” ain’t
good enough, sort
out a date and time.
It could also be a
recurring catch up.
Do something. It
could be something
you both like doing,
or something new.
Guys often talk more
openly when they’re
doing stuff shoulder-
to-shoulder.
If you or your mate
wants to chat about
something tough, be
there and listen.
Share the shit that’s
happening in your life
too. It’s amazing how
much better and
closer we feel
when we talk about
the real stuff.
HOW TO BE
A BETTER MATE
Men can lose touch with their mates as
they get older. Make the effort to stay
socially connected and you’re well on
the way to better friendships and better
mental health. Here’s how:

16. HOW TO BE A BETTER MATE
Send your mate a
message or school
and pick up the
phone.
go old
Lock in a time to
meet. “Mate, let’s
catch up soon” ain’t
good enough, sort
out a date and time.
It could also be a
recurring catch up.
Do something. It
could be something
you both like doing,
or something new.
Guys often talk more
openly when they’re
doing stuff shoulder-
to-shoulder.
If you or your mate
wants to chat about
something tough, be
there and listen.
Share the shit that’s
happening in your life
too. It’s amazing how
much better and
closer we feel
when we talk about
the real stuff.
HOW TO BE
A BETTER MATE
Men can lose touch with their mates as
they get older. Make the effort to stay
socially connected and you’re well on
the way to better friendships and better
mental health. Here’s how:

17. HOW TO BE A BETTER MATE
Send your mate a
message or school
and pick up the
phone.
go old
Lock in a time to
meet. “Mate, let’s
catch up soon” ain’t
good enough, sort
out a date and time.
It could also be a
recurring catch up.
Do something. It
could be something
you both like doing,
or something new.
Guys often talk more
openly when they’re
doing stuff shoulder-
to-shoulder.
If you or your mate
wants to chat about
something tough, be
there and listen.
Share the shit that’s
happening in your life
too. It’s amazing how
much better and
closer we feel
when we talk about
the real stuff.
HOW TO BE
A BETTER MATE
Men can lose touch with their mates as
they get older. Make the effort to stay
socially connected and you’re well on
the way to better friendships and better
mental health. Here’s how:

18. PROFILE PIECES

19. crisis helplines
• Crisis resources offering immediate support were presented
throughout the campaign.
• Local helplines were included on all materials that could be localised
(e.g. EDMs, local mo.com pages, press releases).
• If the medium was global (e.g. social media), a link to movember.com
was included that directed people to these helplines and localises the
information whenever possible (via mo.com geo-redirects).

20. Positive Response
• The response to the creative was overwhelmingly positive

21. STRING VISIBILITY
• Approx. 4 M views

22. HIGH ENGAGEMENT

23. COMMUNITY MANAGEMENT

24. POSITIVE FEEDBACK

25. POSITIVE FEEDBACK (CONT.)

26. NEGATIVE FEEDBACK

27. PERSONAL STORIES
• As anticipated the campaign prompted the community
to disclose their own experience with suicide

28. PERSONAL STORIES (CONT.)

29. PERSONAL STORIES (CONT.)

30. WHEN YOU START A CONVERSATION, BE
PREPARED TO TALK!
• 110 hours of active community management
• 3 critical risks resolved
• 76 high risk posts resolved

31. AT RISK COMMENTS

32. SELF-MODERATION

33. GOVERNANCE
• Wrote dedicated governance plan for this campaign including:
• Community guidelines – updated existing to include support
information, stating Movember is not a support-provider
• Traffic light risk matrix
• Response and escalation plans
• How to report risks
• Escalation ladder
• Moderation process
• Tone of Voice
• Specifics on managing MH & suicide online
• Full contact/escalation list
• 1-pager for partner organisations on managing critical posts
• 13 community managers over 9 days, covered 2 x 24 hour periods

34. 3 key areas of risk
1.
Legal or
Regulatory
1.
Legal or
Regulatory 2.
Brand or
Reputation
2.
Brand or
Reputation
3.
User or
Audience
3.
User or
Audience

35. 3 key areas of risk
HIGH
MED
LOW
CRITICAL

36. TRAFFIC LIGHT MATRIX
RISK
LEVEL
CONTENT ACTION NOTIFY SLA
CRITICAL Imminent risk of suicide with means
and/or time frame identified.
• Report to social media platform.
Screenshot comment.
• Hide comment (Facebook only).
• Escalate to emergency services.
• Respond as per Response Guide.
• Quiip TL
• Head of
Social
• Mental
Health Lead
• WSPD
Project Lead
Immediate
HIGH Feels triggered or distressed by
campaign.
• Respond as per Response Guide.
• Hide comment if distressing level of
detail (Facebook only)
Immediate
MED Inaccurate information about mental
health, suicide or self harm.
• Respond as per Response Matrix. If
unsure, escalate to Movember.
• Head of
Social
• Mental
Health Lead
Within 3 hours of
identification
LOW Tech issue with sharing or viewing
content.
• Assess if there are similar reports.
• Escalate to Movember and/or social
media platform if required.
• Otherwise suggest using different
browser and clearing cache.
• WSPD
Project Lead
• Head of IT
Within 3 hours of
identification

37. ESCALATION CHART
Does the comment require a response?No action required
Community Manager to assess risk.
CRITICAL
Respond
Immediately
HIGH
Respond within 1
hour
LOW
Respond within 12
hours
MEDIUM
Respond within 4
hours

38. IDENTIFYING SUICIDAL INTENT
When assessing a post as critical, it must reference suicide along with one or more of
these statements:
• Explicit intent. Eg: “I’m gonna kill myself”
• A means or method. Eg: “Overdose”
• A time frame. Eg: “Won’t be around this weekend”
People often won’t use clear or direct language to state their intention. Keep an eye out
for slang phrases and oblique references to suicide.
Great community managers know the nuances of online
communication 
I’m done. No more.
As of right now, it’s
over.
I don’t plan on
waking up
tomorrow.
Might as well off
myself tonight.
Nobody will care.

39. IDENTIFYING
If you are unsure whether the person is talking about suicide, it’s ok to ask them.
Asking someone if they are thinking about suicide will not make them more
likely to act on those thoughts. Be direct. Use the correct terms.
If you have reasonable belief someone is at imminent risk of suicide based on
what they have said, the risk is critical and escalation procedures must commence
immediately.
“Hey mate, I’m concerned by the way you said you
won’t be here tomorrow.
Does this mean you plan on ending your life?”
“Kevin, when you mentioned taking
pills – are you talking about suicide?”

40. Behind the scenes
Managing a remote and global team:
•Slack back channel
• Live conversations
• Shift handovers between Quiip & Movember
• Social/rapour-building
•Yammer
• All Movember documentation in client group
• On-shift guides
• Shift report (all actions taken, outstanding items for next
shift)
• A-synchronous conversation

41. SELF CARE
Basically, self-care is any activity that you do
voluntarily which helps you maintain your physical,
mental or emotional health. It can help you feel
healthy, relaxed and ready to take on your work and
responsibilities.
- ReachOut.com.au –
Basically, self-care is any activity that you do
voluntarily which helps you maintain your physical,
mental or emotional health. It can help you feel
healthy, relaxed and ready to take on your work and
responsibilities.
- ReachOut.com.au –

42. SELF Care for CMs
• Limit shift-lengths
• Encourage self care
and reinforce the
message
• Have an EAP and
ensure CMs know
about it
• Have a debrief
process and ensure
CMs know about it
• It’s more than just
‘treats’

43. WSPD 2016
MEN, LET’S TALK WHEN
THINGS GET TOUGH
#WeNeedToTalk