Digital Campaign

The Emily Program
the problem

Eating disorders are not about hunger.

They are illnesses where people experience severe disturbances in their eating behaviors and related thoughts and emotions. They are fraught with stigma and shame because they are wrongfully thought of as lifestyle choices or cries for attention.

We felt privileged when The Emily Program, a national leader in the treatment of eating disorders, asked us to partner with them to create a campaign that would:

  1. challenge the stigma and shame surrounding eating disorders
  2. inspire people suffering from the disease to seek help
  3. motivate parents who suspect their child may be in the grips of the disease to take action
the problem

Eating disorders are not about hunger.

They are illnesses where people experience severe disturbances in their eating behaviors and related thoughts and emotions. They are fraught with stigma and shame because they are wrongfully thought of as lifestyle choices or cries for attention.

We felt privileged when The Emily Program, a national leader in the treatment of eating disorders, asked us to partner with them to create a campaign that would:

  1. challenge the stigma and shame surrounding eating disorders
  2. inspire people suffering from the disease to seek help
  3. motivate parents who suspect their child may be in the grips of the disease to take action

Immersing ourselves in the disease
We learned from The Emily Program that eating disorders are horribly uncomfortable—but at the same time comforting—to those who suffer from them. Because of the hold an eating disorder can have on a person, it can take up to seven years for someone to reach out for help. Many protect their secret any way they can, making it an extreme act of courage to break free of the disease.

the strategic solution

research—audit, analyze, create personas

After immersing ourselves in the work of The Emily Program, we engaged listening tools to research where conversations about eating disorders, treatment and recovery were taking place, when they were taking place, who was talking and what was driving traffic to The Emily Program site.

In conjunction with The Emily Program, we created the following marketing personas affected by eating disorders:

  • female college students
  • young adult females
  • older adult females
  • older adult men

Plus our parent personas affected by the disease:

  • moms of adolescent children
  • moms of college students
the strategic solution

research—audit, analyze, create personas

After immersing ourselves in the work of The Emily Program, we engaged listening tools to research where conversations about eating disorders, treatment and recovery were taking place, when they were taking place, who was talking and what was driving traffic to The Emily Program site.

In conjunction with The Emily Program, we created the following marketing personas affected by eating disorders:

  • female college students
  • young adult females
  • older adult females
  • older adult men

Plus our parent personas affected by the disease:

  • moms of adolescent children
  • moms of college students

creative strategy—#BesideMeWhen
Because of the nature of the disease, we knew we needed to meet people where they were—in the pain they were managing and tolerating—at that moment when they were fed up and needed hope. We had to channel that pain in a way that made it acceptable to take what we called “the courage step”—actually calling or submitting a form to find out more about treatment at The Emily Program. We also needed to let them know that The Emily Program would be beside them no matter what.

digital strategy
A unique landing page was created to speak to the needs of each persona. A strong call to action encouraging our personas to reach out to The Emily Program was included on each page. Because we knew when conversations about eating disorders were taking place, and where, we used social media channels like Instagram, Facebook, YouTube, Twitter, Reddit and native advertising to connect and drive our personas to their landing page.

the results

10 Million Impressions From Campaign Efforts.

85 Courage Steps Taken as a Result of the Campaign.
(Including unique events such as phone calls and form submissions as the result of ads, as well as from the website landing pages.)

9% Increase in Digital Brand Mentions.

67% Increase in Site and Landing Page Sessions.
(As compared to the same time period the previous year.)

Newly Targeted Male Audience: >11% CTR via Twitter channel; >28,000 landing page sessions; 40 contacts acquired, either from filling out a form or picking up the phone.

the results

10 Million Impressions From Campaign Efforts.

85 Courage Steps Taken as a Result of the Campaign.
(Including unique events such as phone calls and form submissions as the result of ads, as well as from the website landing pages.)

9% Increase in Digital Brand Mentions.

67% Increase in Site and Landing Page Sessions.
(As compared to the same time period the previous year.)

Newly Targeted Male Audience: >11% CTR via Twitter channel; >28,000 landing page sessions; 40 contacts acquired, either from filling out a form or picking up the phone.