Over the past few months, I’ve been watching the Heads Together campaign with great interest as the Duke and Duchess of Cambridge and Prince Harry aim to end the stigma surrounding mental health. Partly because I used to work in the mental health field myself. And partly because there are so many marketing communications lessons to learn from the inspirational Heads Together campaign.
In this article, I explore how you can run a marketing campaign like William, Kate and Harry, by using the DRIP model.
Launched in April 2016, the Heads Together team used the platform of the 2017 Virgin Money London Marathon Charity of the Year as a catalyst to change the conversation about mental health. When the Royal trio get together, they are an almighty media magnet. However there’s still a huge stigma around mental health so the Royals’ mental health message could have blown up in their faces. But it struck a chord with the British public who remember two sombre young boys walking in their mother’s funeral procession.