Our brief was to to reshape LADbible’s image, celebrate our community, and deliver authentic, sensitive content. By featuring relatable stories and portraying our LADs as Everyday Heroes, we engaged our audience and exceeded expectations with premium storytelling. Leveraging social media and paid ads, we expanded our reach and drove engagement.

In response to CALM’s alarming statistic that suicide is the leading cause of death for men under 40, and with LADbible’s audience primarily aged 18-30, over 60% of whom are male, we took decisive action.

We engaged our audience directly via Instagram, discovering that mental health was a top concern for thousands. Leveraging our extensive reach and influence, we launched a campaign to foster meaningful conversations about mental health. By integrating impactful films, editorial pieces, and distinctive illustrations into our social channels, we elevated the discussion while staying true to our core content.

The campaign not only redefined LADbible as a credible, multifaceted voice for youth but also shifted the brand’s perception. "UOKM8?" successfully transformed negative connotations, opening up new advertising opportunities and driving significant commercial growth.

"UOKM8?" revolutionized the mental health conversation and repositioned LADbible through powerful, relatable content and strategic use of our social media influence to drive meaningful engagement.

Our approach included:

• Aspirational Films: Showcasing 'Everyday Heroes' like Olympic medalist Louis Smith, these films highlighted individuals bravely addressing mental health and anxiety.

• In-Depth Editorials: Personal stories and expert insights aggregated on a dedicated section of LADbible.com, offering a comprehensive view of mental health issues.

• Distinctive Social Assets: Eye-catching illustrations and social content that broke through the noise of our regular updates.

We also conducted a survey with 50,000 participants from our community to better understand the impact of mental health issues. This data-driven approach informed our strategy and optimized our reach. Our social channels played a pivotal role, with Facebook driving 90% of our website traffic and contributing to a remarkable 36 million reach throughout the campaign.

The series of premium films, particularly “Everyday Heroes,” cut through the clutter of user-generated content, establishing LADbible as a leading voice on mental health and setting a new standard for impactful storytelling.

• Campaign content was watched by 36 million people

  • Louis Smith Everyday Heroes video- 3.8 million organic views

    • SwimDem Everyday Hero- 1 million organic views

• 823,000 engagements with the campaign across our digital platforms

• 50,000 people took part in our poll?

• 550 thousand UOKM8? article reads on on LADbible.com

• Time on site was an average of 3:12 mins on UOKM8? Editorial (3 x the standard average)

• We extended this from a three-month campaign to a permanent ongoing campaign

• Invited to speak to speak at 10 Downing st on mental health and the passions and interest of young people

• Advertising sales have increased by over 100% as this campaign has reposition LADbible as a positive youth media brand of a generation

UOKM8? was a campaign driven by social media for a social generation. LADbible with social at the heart of it’s business leverage channels like Facebook, Twitter and Instagram to change the way a generation thinks about mental health. We wanted to use our reach and influence to open discussions about issues that weren't often spoken about, and encourage our audience to ask each other "UOKM8?" We also wanted to make this a long-term commitment whilst using the campaign to challenge perceptions around LADbible, content proposition, our community and the things we stand for.