Sind Ungdom

Creating communities for young people to break taboos about mental health

About The Company

SIND Ungdom is a nationwide Danish youth organization driven by a single vision: ensuring no young person navigates mental vulnerability alone.

Recognizing that social connection is vital for well-being, the organization creates safe, inclusive, and supportive communities for individuals aged 16 to 35 facing mental health challenges.

Alongside these community programs, SIND Ungdom actively works to dismantle the stigma and silence surrounding psychological illness among youth.

The Challenge

The brand’s goal was to raise awareness about its mental health programs targeting young people aged 16 to 35 in Denmark. The ads delivered a supportive message that anyone struggling with their mental health is not alone and can seek help. Discussing mental health on social media presents unique challenges due to platform policy constraints, requiring carefully crafted copywriting.

The Strategy

Video assets were chosen for this campaign because research shows that short video content is the most effective way to engage younger audiences. Additionally, having someone speak directly to the camera makes the message feel more authentic and personal.

The campaign ran across two primary platforms, Meta and TikTok, targeting audiences divided into:

Broad Targeting: Reached everyone within the target age group (16 to 35) living in Denmark.

Interest Targeting: Focused on people interested in topics or major life events linked to mental health stress, such as living away from family, relocating to a new city, being in a long distance relationship, or starting a new job.

Campaign Budget Optimization (CBO) was applied to let the algorithm allocate funds toward the audiences and ad creative delivering the highest number of clicks at the lowest cost.

Because all creative assets were videos, non-video placements were excluded, including Right Column, Facebook Marketplace, Messenger, and Audience Network.

Continuous optimizations were made throughout the campaign, including bidding adjustments and budget reallocation across platforms. These changes helped deliver the maximum volume of clicks at the lowest possible cost on both Meta and TikTok.

Results

Both platforms not only reached their goals but surpassed them. The campaign drove high engagement, gathering 7,485 clicks and 53,976 page engagements. Video KPIs performed 3.2x better than company benchmarks, making this the most successful campaign the brand has ever run.