Wayside Chapel ‘Social60’ Non-profit Wayside Chapel Australia
The Brief
The Wayside Chapel is a charity that assists people on the margins of society by offering programs and services to ensure access to health, welfare, social and recreation services.
In the wake of a landmark report that revealed 1 in 3 Australians experience loneliness, Wayside Chapel wanted to develop a response that would help raise awareness around this critical public health epidemic and promote widespread behaviour change.
OUR INSIGHT
A steady decline in face-to-face social interactions over the last 20 years has seen Australians sleepwalk into a loneliness epidemic. We’ve found ourselves in a world where technology and click-and-collect conveniences have robbed us of organic and vital opportunities to connect with other people. And while experts recommend 60 minutes of social interaction each day, our research revealed that 70% of Australians were falling short of that mark.
The IDEA
We launched Social60, a campaign that seeks to address loneliness by setting a first-of-its-kind daily benchmark of 60 minutes of face-to-face social interaction. Backed by prominent Australian psychologists and neuroscientists, the campaign introduces a concrete, easy-to-remember goal to help people increase their daily social interactions.
The Social60 campaign launched on the UN’s International Day of Happiness, featuring a hero film with TikTok creators and everyday Australians discussing the profound effects of loneliness on their lives, aiming to inspire change and foster a more connected community.
The campaign also involved creators, media personalities and key opinion leaders to break the stigma, amplify the message across social, digital, radio and TV. We supplemented this activity with content offering practical tips for seeking social interactions and tackling loneliness, encouraging everyone to ‘get their Social60’.
@waysidechapel If you’re lonely you’re in good company. 1 in 3 Aussies experience loneliness. #Social60
♬ original sound – Wayside Chapel
RESULTS
Raise awareness around the issue
Over 100 million impressions in earned media
Reach young Australians
Social60 reached 5.3 million Australians on TikTok
Drive website traffic
113K clicks on the campaign homepage