SANE Australia x Keyy Productions

SANE is the leading national mental health organisation for people with complex mental health issues in Australia and for the families and friends that support them.

The goal was to create explainer videos to inform and engage the general community, and Forum partner organisations, about the SANE Forums.

Working closely with the SANE Australia team and their digital marketing agency, Sparro, we developed a suite of impactful and engaging video content that would carry SANE across all platforms and speak to each of their specific messaging needs.

Specifically, they suite of content would include:

• Promotional content - engaging videos that could be shared on partner’s social media platforms and in company communications that detail information about the Forums.
• Educational content - instructional videos about the Forums to be used on staff training days, in onboarding procedures, and included in internal communications.
• Storytelling content: personal stories of people who have used the Forums and found them to be helpful in managing their own mental health or taking care of themselves.

Applying our Safe Storytelling approach, the interview content for each lived experience story was crafted carefully in the pre-production phase to ensure that the material would be authentic, personal and connective for the audience.

On set, our Safe Storytelling approach allowed us to ensure that any sensitive material was handled gently and with expert care from our team, ensuring a deep level of comfort and safety on set for everyone.

The series of service promos about the SANE Australia Forums included interview content from Forum Moderators to establish a strong level of trust and understanding in the prospective Forum audience, whilst providing clear, engaging information about the service itself.

Creating additional explainer videos about how the Forums worked acted as an engaging and digestible series of FAQs, helping to provide detailed and authentic answers to in-depth Forum User questions, and to ease any concerns of potential Users.

The wide variety of video content created during this project enabled the campaign to be multi-channel.

SANE has used the content across paid social media advertising, outdoor advertising, podcast advertising, GP waiting room advertising, and user journey emails.

In just three months, SANE saw the numbers of unique visitors to their Forums double!

Elevating the brand, the videos that featured moderators positioned SANE as a leader in digital mental health, and put a face to an otherwise faceless support service.