Raising Awareness of Support: Why I Created Our New Social Media Campaign
As a trustee of Soma’s Light, one of the things I have become increasingly aware of is just how important it is that people know where they can turn when they are struggling with grief, loss or simply finding life difficult.
Soma’s Light funds a partnership with Cruse Scotland, helping provide access to their bereavement support services. Their free and confidential helpline, 0808 802 6161, gives people across Scotland the opportunity to speak to someone when they need support.
But having a service available is only part of the challenge. People need to know that it exists.
Why I wanted to do something different
Following the recent loss of another young person in Orkney, I felt that we needed to look at how we could reach people who may not necessarily seek out support themselves.
As someone who works in photography, videography and media, I wanted to use the skills I have to help Soma’s Light communicate this message in a way that would hopefully connect with a younger audience.
Rather than creating another poster filled with information, I wanted to make something that felt personal.
Something that would appear naturally in someone’s social media feed and simply remind them:
You don’t have to deal with everything on your own.
Creating the campaign
I created a short video campaign designed specifically for social media.
The idea was to keep the video simple and genuine. There are no dramatic scenes or complicated messages. Instead, the focus is on encouraging people to talk, to recognise that it is okay to ask for help and, importantly, to know that support is available.
The video was created with younger people in mind, particularly those who might be seeing it while scrolling through Facebook or Instagram.
I wanted it to feel like a message from someone in their own community rather than a traditional charity advertisement.
Alongside the video, we included clear information about the support available and the Cruse Scotland helpline:
0808 802 6161
The helpline is free and confidential, with trained volunteers available to listen and provide support to people experiencing grief.
Reaching people where they already are
One of the reasons I wanted to use social media advertising is because we don’t necessarily know who needs support.
Someone might never search Google for “bereavement support”.
They might never walk into a community centre and pick up a leaflet.
But they might see a short video while scrolling through Instagram or Facebook.
That small moment could be enough to make someone realise that support is available.
The response
The response to the campaign has been extremely encouraging.
The adverts reached a significant number of people and generated far more engagement than I initially expected. People watched, shared and interacted with the video, helping the message reach beyond Soma’s Light’s existing audience.
For me, however, the most important result isn’t simply the number of views.
Every person who now knows that 0808 802 6161 exists is potentially one more person who knows where they, a friend or a family member can turn when they need support.
That is what makes this campaign worthwhile.
This is only the beginning
I don’t think one video can solve the problems surrounding mental health, grief or suicide.
But I do believe that raising awareness of the support that already exists is something we can all play a part in.
As a trustee of Soma’s Light, I want to continue looking at how we can use modern media and social platforms to reach people who might otherwise never hear about the services we help fund.
Sometimes making a difference can be as simple as putting the right message in front of the right person at the right time.
If you or someone you know is struggling following a bereavement, Cruse Scotland’s free and confidential helpline is available on:
0808 802 6161
More information about the support available can be found through Cruse Scotland.
You don’t have to face grief alone
