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Developing a digital strategy
                 for Time To Change

                 Chris Atherton
                 User Experience Architect @numiko


                 (you can also tweet me at @finiteattention)



www.numiko.com
We don’t talk about
  mental health.
1 in 10 young people experiences a mental health
problem




    … teenagers already ‘know’ that
    people with mental health problems
    are weird.
Understanding users



                             It’s hard to understand
        [TV documentaries]     people who view the
             make you            world differently
         understand what
         people are going
                                        I realised it’s not
             through
                                           their fault …
 You’d have to be brave
     to support it on
                              Charity bracelets are
   Facebook, because
                             good — people ask you
 people are going to see
                             about them, so you can
   it and wonder why.
                               start a conversation
Developing personas


                   Calling           I get these late-night
                  someone               texts: he doesn’t
                 ‘retarded’           know if he likes her,
               doesn’t really           then he can’t live
               mean anything              without her.




   Marie, 17                    Livia, 18
   Passive stigmatiser          Concerned friend
Understanding the campaign space
Creating a map of user journeys in the campaign space
Time To Change digital strategy: campaign map
“We use the map all the time.”
Please consider pledging to
talk about mental health at
  time-to-change.org.uk
Thank you:


Dave Eccles and Holly McFee @numiko


Time To Change, Mind, and Rethink Mental




             (and thanks to you all for listening :)

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Numiko's digital strategy for Time To Change at NUX ONE

  • 1. Developing a digital strategy for Time To Change Chris Atherton User Experience Architect @numiko (you can also tweet me at @finiteattention) www.numiko.com
  • 2. We don’t talk about mental health.
  • 3.
  • 4.
  • 5.
  • 6. 1 in 10 young people experiences a mental health problem … teenagers already ‘know’ that people with mental health problems are weird.
  • 7. Understanding users It’s hard to understand [TV documentaries] people who view the make you world differently understand what people are going I realised it’s not through their fault … You’d have to be brave to support it on Charity bracelets are Facebook, because good — people ask you people are going to see about them, so you can it and wonder why. start a conversation
  • 8. Developing personas Calling I get these late-night someone texts: he doesn’t ‘retarded’ know if he likes her, doesn’t really then he can’t live mean anything without her. Marie, 17 Livia, 18 Passive stigmatiser Concerned friend
  • 10. Creating a map of user journeys in the campaign space
  • 11. Time To Change digital strategy: campaign map
  • 12.
  • 13. “We use the map all the time.”
  • 14. Please consider pledging to talk about mental health at time-to-change.org.uk
  • 15. Thank you: Dave Eccles and Holly McFee @numiko Time To Change, Mind, and Rethink Mental (and thanks to you all for listening :)

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