The Challenge
People with and caregivers of those with schizophrenia spectrum disorders continue to experience stigma towards the illness.
To reduce the stigma, BC Schizophrenia Society (BCSS) engaged Yulu to develop an awareness campaign that would bring attention to BCSS and the resources and education it provides for families/caregivers of those with schizophrenia spectrum disorders, and showcase the importance of utilizing its resources to counteract widespread and harmful myths about schizophrenia.
The Strategy
The campaign utilized earned, owned, and shared media tactics, in addition to an influencer campaign, to draw attention to the fact that key landmarks across British Columbia light up in purple in acknowledgement of World Schizophrenia Day on May 24th. The documentary Insanity, which delves into the mental health and homelessness crisis in Canada, was also screened at the Rio Theatre on the same day, followed by a panel discussion comprised of mental health experts and folks with lived experience.
Yulu offered journalists interviews with BCSS spokespeople and an opportunity to capture photos in front of businesses that were lit up in purple. We also invited local media to attend the screening and interview spokespeople at the event to amplify the screening.
The Results & Impact
Our media angle centered around the purple lights initiative brought together businesses from across British Columbia to light up as a visual expression of solidarity and support for folks with schizophrenia and their loved ones and caregivers. We secured 75 pieces of coverage with a reach of over 4.2 M+ readers. Our influencer campaign resulted in a combined total of 30 posts (honorarium and in-kind) and a reach of over 1.5 M.
