LivingWorks - "Start" campaign

Empowering communities with essential suicide prevention skills

Case study

In response to rising mental health concerns among young Australians, Headjam partnered with LivingWorks to deliver a statewide behaviour-change campaign encouraging the completion of a free online suicide prevention training programme. Utilising a highly targeted digital strategy and authentic creative approach, the campaign successfully drove awareness, education, and community action.

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Background

LivingWorks received a $14.8 million NSW Government grant to reach a mass audience with 'Start', a free online suicide prevention course designed to equip community members to support young people experiencing mental health challenges.

Headjam was tasked with developing a campaign to drive registrations and completions of the 90-minute training course across NSW.

Objective

Generate as many course completions and registrations from NSW residents as possible.

Target Audience

Parents and carers of school-aged children in NSW, aged 25-54.

Consumer Proposition

Equipping yourself to support young people’s mental health can save lives.

Desired Consumer Response

“This training was so valuable, I will recommend it to my friends and family.”

Creative Solution

Headjam developed a relatable, visually engaging digital campaign centred around a 'text message' conversation scenario—reflecting real-life conversations addressed in the 'Start' training. The approach utilised familiar messaging visuals to illustrate authentic interactions, creating immediacy and emotional resonance.

The creative direction included:

Animated text message interactions demonstrating realistic conversations.
Non-specific visual style to remain inclusive and engaging for a diverse audience.
A clear call-to-action urging viewers to learn how to support someone experiencing suicidal thoughts through the training.

Digital execution included a landing page, animated social media adverts, targeted Facebook, LinkedIn, and Twitter content, and emails prompting immediate training engagement. Headjam continuously tested and optimised creative content for maximum impact.

Evaluation

Over ten months, the campaign achieved impressive engagement:

96,245 clicks at a cost-per-click of $0.67, significantly below the industry average of $2.80.
52,199 unique visitors to the campaign landing page.
1,656 registrations representing a conversion rate of 3.15% (industry benchmark 1-2%).
935 final course acquisitions at a CPA of $69 (industry benchmark $110).
Achieved 6:1 ROI, ensuring optimal use of government funding.

Scenario testing indicated that emotive storytelling, particularly focusing on family relationships, resonated strongest, maximising engagement and conversions.

The LivingWorks “Start” campaign effectively leveraged digital marketing strategies to drive engagement and exceed industry conversion benchmarks. By delivering a highly targeted, cost-effective campaign, it helped equip thousands of NSW residents with essential suicide prevention skills, strengthening LivingWorks' position as a leader in mental health education.