DCMS (Department for Digital, Culture, Media & Sport)
Background
Objectives
UK-based youth aged 13–24, particularly those feeling isolated but hiding it due to stigma. Targeting with content that feels real, inclusive, and culturally relevant.
Normalise loneliness through creator storytelling and drive young people to Every Mind Matters by showing that loneliness can affect anyone, visibly or not.
Goals
Show loneliness can affect anyone
Inspire UGC via “Add Yours”
Drive traffic to support tools
937.7k
@jedbarker
Gen Z male voice with strong UK presence and emotional health storytelling
Interests
🧬 Lifestyle
🧑🎤 Youth culture
🧠 Emotional health
4.3K link clicks (top performer)
93% UK audience share
Tackled male loneliness stigma
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63.3k
@liambr3wn
Interests
🧑🤝🧑 Friendship Content
🎥 Vlogging
🧠 Mental health
🏳️🌈 LGBTQ+ advocacy
Passionate about mental health
Authentic content style
Strong audience connection
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212k
@romitchell
Ro leads with raw honesty, inspiring her community through her recovery journey and deeply resonant, evergreen mental wellbeing content.
Interests
🧘♀️ Mindfulness habits
🚶♀️ Solo walking
📓 Journaling
📵 Digital detox
Strong voice in recovery space
Audience trusts her advice
Mental health-led storytelling
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95.3K
@smashbengali
Smash blends humour and honesty, connecting with viewers through authentic, relatable content that encourages emotional openness and action.
Interests
📖 Spoken word
🎭 Honest storytelling
🎙 Mental health
📘 Poetry writing
Authentic and natural content
Engaging spoken-to-camera style
High story-driven clicks
132k
@mrsgracemcguire
Fosters emotional connection by sharing life’s highs and lows with sincerity, sparking real conversations around wellbeing.
Interests
📚 Book reviews
💬 Honest chat
🏋️♀️ Fitness
👩👩👧👦 Family life
Vulnerable, open content
Above average engagement rate
Strong emotional tone
Strategy
Meet our Influencers
5 creators shared personal loneliness stories via Reels and Stories. Link stickers, “Add Yours” templates, and subtle CTAs encouraged empathy and clicks. Boosting amplified reach.
5 creators shared 20 total assets. The campaign hit 901K+ impressions, 644K reach, and 77.7K engagements (8.62% ER). 6.8K+ clicks were driven, led by Jed Barker’s paid Reel.
Research Insights
Results
Campaign Results
Research statistics
Pepper led a stigma-busting influencer campaign normalising loneliness among UK Gen Z through authentic storytelling and the #LonelinessLooksLike movement, driving meaningful engagement and traffic to Every Mind Matters support tools without referencing statistics.
Pepper led a stigma-busting influencer campaign normalising loneliness among UK Gen Z through authentic storytelling and the #LonelinessLooksLike movement, driving meaningful engagement and traffic to Every Mind Matters support tools without referencing statistics.
Total Impressions
901K+
Delivered across Instagram Reels & Stories
Reach
644K
From both paid and organic campaign efforts
Engagements
77.7K
8.62% ER across 20 assets
Link Clicks
6.8K+
Jed Barker drove most with his paid Reel
Total Impressions
901K+
Delivered across Instagram Reels & Stories
Reach
644K
From both paid and organic campaign efforts
Engagements
77.7K
8.62% ER across 20 assets
Total Impressions
901K+
Delivered across Instagram Reels & Stories
It can hit anyone at anytime it’s okay to talk
You could be a very energetic person but deep down you can still feel lonely.
Reach
644K
From both paid and organic campaign efforts
It can hit anyone at anytime it’s okay to talk
Engagements
77.7K
8.62% ER across 20 assets
Link Clicks
6.8K+
Jed Barker drove most with his paid Reel
Total Impressions
901K+
Delivered across Instagram Reels & Stories
Reach
644K
From both paid and organic campaign efforts
You could be a very energetic person but deep down you can still feel lonely.
Total Impressions
901K+
Delivered across Instagram Reels & Stories
Reach
644K
From both paid and organic campaign efforts
Engagements
77.7K
8.62% ER across 20 assets
Total Impressions
901K+
Delivered across Instagram Reels & Stories
It can hit anyone at anytime it’s okay to talk
You could be a very energetic person but deep down you can still feel lonely.
Reach
644K
From both paid and organic campaign efforts
Key Learnings
Emotive Stories Drive Action
Voiceover and vulnerability increased performance across formats.
Gender-Specific Resonance
Males reached deeper with male audiences; females drove more clicks.
Stakeholder Alignment Early
Approval cycles were slowed by due diligence—plan timelines accordingly.
UGC = Amplification Gold
“Add Yours” templates added 435K+ incremental reach via user stories.
Ready to elevate your marketing strategy?
Let’s add some spice to your next campaign 🌶️
It can hit anyone at anytime it’s okay to talk
You could be a very energetic person but deep down you can still feel lonely.