THE MASKED SINGER + HOMESTART
#BehindTheMask 

What: HomeStart UK is a charity for parents facing tough times. Their research found that fear of being judged stops UK parents asking for help, so they keep pretending everything's ok, causing serious mental health issues.

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So we partnered with TV show The Masked Singer, to go #BehindTheMask of perfect parenting. The show features celebrities ‘behind masks’, just like our audience. We created social content entertaining enough to break down barriers, get parents joining in, and seeking vital support.

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Why it’s nice: If therapists couldn’t get parents talking, who could? A 90s pop star dressed as a fluffy panda. We transformed the show’s surreal characters into characters relevant to our parents, all in a series of interactive, shareable, social content. For example:

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Sleepy Panda tackled being exhausted.

Donut cooked up conversation about stressful mealtimes.

Mushroom showed we’re all in the dark about parenting.

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And so on for all 12 characters, who helped parents finally take off their masks, start talking, and seek help. All on a very limited budget. And our campaign idea became an integral part of their business.

 

Results:

3.58m impressions on owned channels

107% more Twitter followers

45% more followers on Instagram

But most importantly, it helped parents finally ask for the help they need.