Communications · Social Impact
Asido Foundation
Building clearer, wider-reaching communications for mental health advocacy.
- Role
- Director of Communications, Media and Publicity
- Summary
- Rebuilding the communications function of a mental health advocacy organisation: campaign strategy, a protected digital presence, a coordinated multi-discipline team and a short-form video engine.
The challenge
What needed to change?
Mental health advocacy competes for attention with everything else in a person's feed. The work was serious and credible, but the communications around it were not travelling far enough or consistently enough to match it.
Compounding that, social media accounts had been lost, removing both audience and institutional memory overnight.
The context
Who was the organisation trying to reach, and why did the work matter?
Asido Foundation works to change how mental health is understood, discussed and supported. Its audiences span people living with mental health conditions, students, caregivers, clinicians, media and partners.
For that audience, communication is not decoration around the programme. It is part of the intervention.
The strategy
What was the thinking?
Treat communications as a system rather than a stream of posts: a curated digital campaign calendar, defined ownership across disciplines, and a repeatable short-form video format that could carry education at volume.
Secure the foundations first, recover what had been lost and put protection mechanisms in place, before pushing for growth on an unstable base.
The execution
What was actually done?
- Led and coordinated a team of 15 across design, social media and video.
- Recovered the lost social-media accounts and established protection mechanisms to prevent a repeat.
- Developed and ran curated digital campaigns across the organisation's channels.
- Scripted and directed more than 100 short-form videos as a sustained education format.
- Coordinated the development of a functional website to expand the organisation's digital footprint.
The results
Documented figures from this engagement.
200,000
people reached within six months through curated digital campaigns
~4,000
additional followers in the first month after account recovery
150%
increase in outreach rate
15
team members coordinated across design, social and video
100+
short-form videos scripted and directed
~10%
average weekly follower increase from the video strategy
$120,000+
in benefits secured through a successful Google for Nonprofits application
A note on accuracyThe website development was coordinated with the intention of significantly expanding the organisation's digital footprint. That expansion was the anticipated outcome of the build, not a measured result at the time of writing.
Proof of work
Social media and community engagement results.
Website redesign
Before and after, comparing the old site with the new version.
- Idea
- Story
- Audience
- Action
What I learned
Reach is only the beginning. A campaign that reaches 200,000 people matters because of what those people can understand, remember and do next, not because of the number itself.
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