Work / Rural mental health initiative, NSW
Hand to the Land
Instagram and Facebook for a rural mental health initiative. One story passed 400,000 views without a dollar of ad spend.
Client
Hand to the Land
Channel
Organic social
Channels
Instagram and Facebook
The brief
Hand to the Land raises funds for mental health, education and the next generation of rural health professionals, in partnership with the Country Education Foundation. Yield plans, designs and posts the account: the stories, the reels, the captions and the replies. The work is quiet on purpose. Dark, calm tiles, real people talking to camera, and a helpline on the last slide of anything heavy. One family's story reached more than 400,000 views and thousands of shares, as posted on the account, all of it organic.
What we do
- A monthly plan built around real people and what is happening on the ground
- Story and reel series designed as sets, so each one reads start to finish
- Captions written in the account's own plain voice
- Helplines on every post that touches something hard
Next project
ProAgtive × RegenerationWant social that sounds like you?
Send me a link to your account and I'll tell you what I would post first.
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