Advanced Digital Marketing Practice

ADVANCED DIGITAL MARKETING PRACTICE

SAMH is the Scottish Association for Mental Health, operating in communities to provide a range of mental health support and services. Each year, our Marketing students in the UWS School of Business & Creative Industries work in collaboration with the charity and produce promotional videos as part of their Advanced Digital Marketing Practice module assessment. The students produce a five minute video pitch and proposal for a new Digital Communications campaign. This is presented in a cinema-style (even with popcorn!), whereby students and SAMH collectively watch the videos produced from their studies.

This video ‘pitch’ example project was developed and produced by UWS Marketing student Gemma McLean. In it, she notes that 1 in 4 of the population are affected by mental health each year, including anxiety, eating disorders, panic attacks and depression. She also focuses on the issue of loneliness amongst some of the wider student population and highlights that poor mental health can lead to poor physical health, and vis-versa. Noting the mental health benefits of physical activity as reduced stress, increased self-esteem and self-control, and reduced anxiety levels, Gemma’s proposal for SAMH was a new mind-fitness campaign entitled #WeightOffYourMind. The aim of this is to promote physical activity and fitness as a support mechanism for good mental health amongst a target audience of 18-25 year old students.

The presentation details proposals for an online ‘Fitness Friends’ match-making service, widening access to fitness facilities across a geographical area, social media marketing, new video content including work-out tutorials and guides and search engine optimisation (SEO) enhancements for SAMH’s online presence. Also detailed is how this proposed campaign could fit within and support the sphere of other areas of work and influence in which SAMH is involved.