Helping an Important Message Reach More People

At Propel Digital, we love helping businesses grow. But every now and then, we get the opportunity to support something that has an impact far beyond marketing.

Project 365's Mental Health Round is one of those initiatives.

Working alongside the Project 365 team, we supported the promotion of the Ovens & Murray Football Netball League Mental Health Round, helping raise awareness of mental health across local sporting communities and encouraging important conversations both on and off the field.

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The Challenge

Mental health awareness campaigns face a unique challenge.

It's not about selling a product or generating leads. Success comes from reaching as many people as possible with a message that matters and encouraging conversations that can genuinely make a difference.

For Project 365, the goal was to increase awareness of the Mental Health Round, engage the broader community, highlight the support of sponsors and ambassadors, and extend the message beyond existing followers and supporters.

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Our Approach

To maximise reach and engagement, we developed a content strategy focused on storytelling, community involvement and campaign visibility.

This included:

- Campaign content creation and social media management
- Promotion of sponsors, ambassadors and participating clubs
- Video content designed to increase awareness and engagement
- Community-focused messaging that encouraged conversation and sharing
- Strategic organic distribution to expand reach beyond existing audiences

A key part of the campaign was showcasing the collective effort behind the initiative, from local businesses and sporting clubs through to ambassadors including Geelong Cats player Shaun Mannagh.
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The Results

The campaign delivered significant growth in awareness and audience reach throughout the Mental Health Round period.
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Campaign Performance

165,859 views
An increase of 198% compared to previous performance.

15,326 video views
An increase of 910%, helping the campaign message connect with more people through engaging content.

67% of views came from non-followers
More than two-thirds of all views were generated by people who were not already connected to the Project 365 audience.

For an awareness campaign, this was one of the most important outcomes. It meant the message reached well beyond the existing community and into new audiences across the region.

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More Than Just Marketing

While we're always proud of strong numbers, what made this campaign particularly rewarding was what those numbers represented.

Every view, share and engagement was an opportunity for someone to see a message about mental health, start a conversation, check in on a mate, or seek support when they needed it.

We're proud to have played a role in helping Project 365 amplify that message and support the incredible work they're doing throughout our region.

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Looking to create a campaign that makes an impact?

Whether you're launching a community initiative, promoting an event or growing awareness around an important cause, we'd love to help you tell your story and reach the people who matter most.