What is it?
The online campaign includes a profile of an elephant on Facebook, which has been set up by Mind to symbolise how mental health is a problem that is often not addressed. The social media activity supports Mind’s annual Taking Care of Business campaign, intended to help people understand and start talking about the costs of neglecting mental wellbeing in the workplace.
The online campaign has been designed to draw a new audience into the charity’s work during Mind week (14-21 May).
How can the public get involved?
The Facebook account asks users to 'friend' the elephant and tag it into a blank space in the background of their friends' photos, reinforcing the idea that, just because you can't see the elephant, it doesn't mean it isn't there. This tagging then encourages other users to friend the elephant and repeat the tagging process.
The elephant's Facebook page contains further information about the campaign and links through to the charity's main profile on the social networking site and its own website, where harder news and more in-depth resources are available about mental health.
The elephant also has a Twitter profile that provides further updates throughout the week, and a Foursquare account so the elephant can check in to businesses, making them aware that mental health is an issue in their workplace.
What has the response been like since the launch?
So far, 2,311 people have become friends with the Facebook profile – an average of seven new friends each hour. The Twitter profile has 679 followers, and the website received 13,511 hits last Monday, which is a record for the site.\
Has there been external agency support?
Mind has been working with the digital agency Weapon7, who provided pro bono support.
Third Sector verdict:
The campaign is designed to be quick, simple and humorous, while also conveying a serious message that mental health issues at work are common, affecting one in six workers at any given time.