Case Study: INAMI boosts mental health awareness with blue2purple's multichannel campaign

Inami boosts website clicks by 56% with blue2purple

INAMI, a Belgian public health institute, faced the challenge of raising awareness about mental health and improving access to care in a country where stigma is a significant barrier. Their goal was to break taboos and guide vulnerable groups, specifically youth and the elderly, toward psychological support. They partnered with the agency blue2purple to implement a multichannel awareness campaign.

blue2purple implemented a two-wave strategy using a diverse media mix including radio, digital out-of-home (DOOH), social media, and search ads. Their approach included targeted messaging and tactical elements like DOOH retargeting to increase engagement. The campaign by blue2purple exceeded all expectations, delivering a 5% increase in ad recall, an 8x higher-than-forecasted number of YouTube impressions, and a 56% surge in website clicks, successfully driving significant action and breaking down barriers around mental health discussions.

Inami