AFTER THE CREATIVE IS DONE: THE IMPORTANCE OF COMMUNITY

MANAGEMENT

WORLD SUICIDE PREVENTION DAY 2016

THE issue

• Globally, the rate of suicide is alarmingly high, particularly in men

• Around the world, on average we lose a man to suicide every minute of every day

• That’s 510,00 men that we lose to suicide each year

• By market, on average (conservatively):• 87 men each day take their life by suicide in the USA• 13 men each day take their life through suicide in the UK• 7 men each day take their life through suicide in Canada• 5 men each day take their life through suicide in Australia

ONE solution

• Suicide is complex and there is no single reason of why men take their own lives.

• Too many men are ‘toughing it out’, keeping their feelings to themselves and struggling alone with their issues.

• In this campaign we encouraged men to take action sooner, because we know that early intervention leads to better outcomes.

• We want men to talk, take action and ask for help earlier if they need it - “Men, let’s talk when things get tough”. 

World Suicide Prevention Day 2015

2015 Campaign - Results

• The most successful global activity outside of the Movember campaign ever

• Over 4,400‘likes' globally on the news articles on Movember.com (we normally get ~10-20 likes)

• Over 8,000‘likes’on Facebook (we normally average ~100 likes)

• Over 2,602‘shares’on Facebook (we normally average ~20 shares), delivering a reach of 424k

• Hundreds of retweets, even one from Stephen Fry going to his 11.3 million followers

• Very strong LinkedIn performance

• Overwhelmingly positive comments across all channels

WORLD SUICIDE PREVENTION DAY

2016 CAMPAIGN

CAMPAIGN OBJECTIVES

1. Encourage men to stay socially connected and talk, especially when things get tough

• This campaign is focused on prevention through encouraging a mass audience to take early action, rather than specifically targeting suicidal men

2. Raise the profile of The Movember Foundation, our men’s health focus and the issues we tackle

MARKETS

• US

• Canada

• UK

• Australia

• NZ

• Ireland

• Global / Rest of World

CAMPAIGN timings

• From Monday 22 August, 3 weeks out from WSPD• Social media posts started• Content focused on reinforcing the social crisis of male suicide• Content referenced social connection and taking effective

action

• Tuesday 6 September, the week of WSPD, video launch• Hero video uploaded to Movember.com and pushed out on all

social channels• Partners shared video• EDM sent

WSPD 2016 CAMPAIGN VIDEO

Mo Guides

• The campaign prompted men to talk when things get tough.

• But lots of blokes don’t know how to stay connected, reach out and how to help their mates.

• To help address this, we produced ‘Mo Guides’, Movember’s straight up tips for staying connected and starting important conversations.

HOW TO BE A BETTER MATE

Send your mate a message or school and pick up the phone.go old

Lock in a time to meet. “Mate, let’s catch up soon” ain’t good enough, sort out a date and time. It could also be a recurring catch up.

Do something. It could be something you both like doing, or something new. Guys often talk more openly when they’re doing stuff shoulder-to-shoulder.

If you or your mate wants to chat about something tough, be there and listen.

Share the shit that’s happening in your life too. It’s amazing how much better and closer we feel when we talk about the real stuff.

HOW TO BE A BETTER MATEMen can lose touch with their mates as they get older. Make the effort to stay socially connected and you’re well on the way to better friendships and better mental health. Here’s how:

HOW TO BE A BETTER MATE

Send your mate a message or school and pick up the phone.go old

Lock in a time to meet. “Mate, let’s catch up soon” ain’t good enough, sort out a date and time. It could also be a recurring catch up.

Do something. It could be something you both like doing, or something new. Guys often talk more openly when they’re doing stuff shoulder-to-shoulder.

If you or your mate wants to chat about something tough, be there and listen.

Share the shit that’s happening in your life too. It’s amazing how much better and closer we feel when we talk about the real stuff.

HOW TO BE A BETTER MATEMen can lose touch with their mates as they get older. Make the effort to stay socially connected and you’re well on the way to better friendships and better mental health. Here’s how:

HOW TO BE A BETTER MATE

Send your mate a message or school and pick up the phone.go old

Lock in a time to meet. “Mate, let’s catch up soon” ain’t good enough, sort out a date and time. It could also be a recurring catch up.

Do something. It could be something you both like doing, or something new. Guys often talk more openly when they’re doing stuff shoulder-to-shoulder.

If you or your mate wants to chat about something tough, be there and listen.

Share the shit that’s happening in your life too. It’s amazing how much better and closer we feel when we talk about the real stuff.

HOW TO BE A BETTER MATEMen can lose touch with their mates as they get older. Make the effort to stay socially connected and you’re well on the way to better friendships and better mental health. Here’s how:

HOW TO BE A BETTER MATE

Send your mate a message or school and pick up the phone.go old

Lock in a time to meet. “Mate, let’s catch up soon” ain’t good enough, sort out a date and time. It could also be a recurring catch up.

Do something. It could be something you both like doing, or something new. Guys often talk more openly when they’re doing stuff shoulder-to-shoulder.

If you or your mate wants to chat about something tough, be there and listen.

Share the shit that’s happening in your life too. It’s amazing how much better and closer we feel when we talk about the real stuff.

HOW TO BE A BETTER MATEMen can lose touch with their mates as they get older. Make the effort to stay socially connected and you’re well on the way to better friendships and better mental health. Here’s how:

PROFILE PIECES

crisis helplines

• Crisis resources offering immediate support were presented throughout the campaign.

• Local helplines were included on all materials that could be localised (e.g. EDMs, local mo.com pages, press releases).

• If the medium was global (e.g. social media), a link to movember.com was included that directed people to these helplines and localises the information whenever possible (via mo.com geo-redirects).

Positive Response

• The response to the creative was overwhelmingly positive

STRING VISIBILITY

• Approx. 4 M views

HIGH ENGAGEMENT

COMMUNITY MANAGEMENT

POSITIVE FEEDBACK

POSITIVE FEEDBACK (CONT.)

NEGATIVE FEEDBACK

PERSONAL STORIES

• As anticipated the campaign prompted the community to disclose their own experience with suicide

PERSONAL STORIES (CONT.)

PERSONAL STORIES (CONT.)

WHEN YOU START A CONVERSATION, BE PREPARED TO TALK!

• 110 hours of active community management• 3 critical risks resolved• 76 high risk posts resolved

AT RISK COMMENTS

SELF-MODERATION

GOVERNANCE

• Wrote dedicated governance plan for this campaign including:• Community guidelines – updated existing to include support

information, stating Movember is not a support-provider• Traffic light risk matrix• Response and escalation plans• How to report risks• Escalation ladder• Moderation process• Tone of Voice• Specifics on managing MH & suicide online• Full contact/escalation list

• 1-pager for partner organisations on managing critical posts• 13 community managers over 9 days, covered 2 x 24 hour periods

3 key areas of risk

1.Legal or

Regulatory 2.Brand or

Reputation3.

User orAudience

3 key areas of risk

HIGH

MED

LOW

CRITICAL

TRAFFIC LIGHT MATRIX

RISK LEVEL

CONTENT ACTION NOTIFY SLA

CRITICAL Imminent risk of suicide with means and/or time frame identified.

• Report to social media platform. Screenshot comment.

• Hide comment (Facebook only).• Escalate to emergency services. • Respond as per Response Guide.

• Quiip TL• Head of

Social• Mental

Health Lead• WSPD

Project Lead

Immediate

HIGH Feels triggered or distressed by campaign.

• Respond as per Response Guide.• Hide comment if distressing level of

detail (Facebook only)

Immediate

MED Inaccurate information about mental health, suicide or self harm.

• Respond as per Response Matrix. If unsure, escalate to Movember.

• Head of Social

• Mental Health Lead

Within 3 hours of identification

LOW Tech issue with sharing or viewing content.

• Assess if there are similar reports. • Escalate to Movember and/or social

media platform if required.• Otherwise suggest using different

browser and clearing cache.

• WSPD Project Lead

• Head of IT

Within 3 hours of identification

ESCALATION CHART

Does the comment require a response?No action required

Community Manager to assess risk.

CRITICAL

Respond Immediately

HIGH

Respond within 1 hour

LOW

Respond within 12 hours

MEDIUM

Respond within 4 hours

IDENTIFYING SUICIDAL INTENT

When assessing a post as critical, it must reference suicide along with one or more of these statements:

• Explicit intent. Eg: “I’m gonna kill myself”• A means or method. Eg: “Overdose”• A time frame. Eg: “Won’t be around this weekend”

People often won’t use clear or direct language to state their intention. Keep an eye out for slang phrases and oblique references to suicide.

Great community managers know the nuances of online communication

I’m done. No more. As of right now, it’s

over.

I don’t plan on waking up tomorrow.

Might as well off myself tonight.

Nobody will care.

IDENTIFYING

If you are unsure whether the person is talking about suicide, it’s ok to ask them. Asking someone if they are thinking about suicide will not make them more likely to act on those thoughts. Be direct. Use the correct terms.

If you have reasonable belief someone is at imminent risk of suicide based on what they have said, the risk is critical and escalation procedures must commence immediately.

“Hey mate, I’m concerned by the way you said you won’t be here tomorrow.

Does this mean you plan on ending your life?”

“Kevin, when you mentioned taking pills – are you talking about suicide?”

Behind the scenes

Managing a remote and global team:

•Slack back channel• Live conversations• Shift handovers between Quiip & Movember• Social/rapour-building

•Yammer• All Movember documentation in client group• On-shift guides• Shift report (all actions taken, outstanding items for next

shift)• A-synchronous conversation

SELF CARE

Basically, self-care is any activity that you do voluntarily which helps you maintain your physical,

mental or emotional health. It can help you feel healthy, relaxed and ready to take on your work and

responsibilities.

- ReachOut.com.au –

SELF Care for CMs

• Limit shift-lengths• Encourage self care

and reinforce the message

• Have an EAP and ensure CMs know about it

• Have a debrief process and ensure CMs know about it

• It’s more than just ‘treats’

WSPD 2016

MEN, LET’S TALK WHEN THINGS GET TOUGH

#WeNeedToTalk