INDUS
Boosting Mental Health
Building a Resilient Community
LAUNCH CASE STUDY VIDEO
Challenge
Indus Community Services is on a mission to foster resilient communities through person-centred mental health and wellness programs. Their Boost Wellness initiative tailors three programs for young immigrants, international students, and caregivers, predominantly from the South Asian community.
Indus sought BTI’s assistance to combat cultural stigma hindering program sign-ups. According to the Statistics Canada Community Health survey, South Asians have the lowest depression treatment-seeking rate, citing language barriers, perceived racism, and lack of culturally sensitive services as reasons. Indus tasked BTI with promoting their programs in a culturally relevant manner to those in need.
Challenge
Indus Community Services is on a mission to foster resilient communities through person-centred mental health and wellness programs. Their Boost Wellness initiative tailors three programs for young immigrants, international students, and caregivers, predominantly from the South Asian community.
Indus sought BTI’s assistance to combat cultural stigma hindering program sign-ups. According to the Statistics Canada Community Health survey, South Asians have the lowest depression treatment-seeking rate, citing language barriers, perceived racism, and lack of culturally sensitive services as reasons. Indus tasked BTI with promoting their programs in a culturally relevant manner to those in need.
Solution
We designed a six-month integrated campaign, employing cross-channel marketing to promote culturally appropriate mental health support through the Boost Wellness programs.
The marketing efforts for the campaign included social media marketing, video marketing, out-of-home advertising, and radio marketing, with all roads leading to an expertly crafted landing page. Videos in English, Hindi, and Punjabi were featured at Indus’s headquarters and on social media, encouraging viewers to visit the website and enroll in programs. Interviews and 30-second ads were done in Hindi and Punjabi with local South Asian radio stations over two months. Strategic outdoor advertising was displayed at bus shelters and billboards in neighbourhoods with higher target audience demographics, with scannable QR codes linking to an online registration page to enable people to register on the spot.
Solution
We designed a six-month integrated campaign, employing cross-channel marketing to promote culturally appropriate mental health support through the Boost Wellness programs.
The marketing efforts for the campaign included social media marketing, video marketing, out-of-home advertising, and radio marketing, with all roads leading to an expertly crafted landing page. Videos in English, Hindi, and Punjabi were featured at Indus’s headquarters and on social media, encouraging viewers to visit the website and enroll in programs. Interviews and 30-second ads were done in Hindi and Punjabi with local South Asian radio stations over two months. Strategic outdoor advertising was displayed at bus shelters and billboards in neighbourhoods with higher target audience demographics, with scannable QR codes linking to an online registration page to enable people to register on the spot.
Result
Thanks to the Boost campaign promotion, Indus Community Services witnessed a drastic increase in the number of participants attending their sessions across the board.
The social media ads had over 1.9 million impressions and 33k clicks. The campaign landing page received the second-highest number of visits on the Indus website, following the home page. Plus, the call centre received a considerable increase in program inquiries.
Furthermore, Indus successfully engaged with a specific local ethnic audience through heightened social media activity and, radio advertisements and interviews. Indus sees this campaign as headway in the right direction in addressing the mental health taboo in South Asian communities, crediting the campaign’s success to strategic planning, targeted outreach, and a multifaceted approach.
Result
Thanks to the Boost campaign promotion, Indus Community Services witnessed a drastic increase in the number of participants attending their sessions across the board.
The social media ads had over 1.9 million impressions and 33k clicks. The campaign landing page received the second-highest number of visits on the Indus website, following the home page. Plus, the call centre received a considerable increase in program inquiries.
Furthermore, Indus successfully engaged with a specific local ethnic audience through heightened social media activity and, radio advertisements and interviews. Indus sees this campaign as headway in the right direction in addressing the mental health taboo in South Asian communities, crediting the campaign’s success to strategic planning, targeted outreach, and a multifaceted approach.
