NHS Leeds CCG tries online gaming advertising

Leeds CCG has kicked-off a UK digital first – MindMate, which helps young people in the city, will be seen via pitch-side ads on one of the world’s most popular computer games.

The MindMate website was developed by NHS Leeds Clinical Commissioning Group (CCG) as part of the ‘Future in Mind: Leeds’ strategy to improve the emotional wellbeing and mental health of children and young people across the city.

Over the next six months NHS Leeds CCG, will be running a series of campaigns to drive awareness of the resources available to young people in the Leeds region.

The initiative starts with a digital awareness campaign on Football Manager 2018 which will see the MindMate brand promoted with eight-second, clickable digital pitch-side ads during game simulation. The campaign is being geo-targeted so only game players in Leeds will see the MindMate promotion – it will be the first time the NHS has used such an awareness tactic on Football Manager.

Dr Jane Mischenko, Commissioning Lead for Children & Maternity Services at NHS Leeds CCG said: “In the coming months we will be hoping to reach as many young people in the city as possible to make them aware of the help available via MindMate. Mental health and wellbeing is an important subject for children and young people, so our aim is to signpost MindMate as a resource that they can turn to for support and advice when the time suits them.

“The MindMate website was developed in consultation with young people in the city, their families and care professionals – it features real stories, advice from our ambassadors, top tips, games and resources. We will be taking MindMate out into the city, at roadshows and events, and will be running digital and social media awareness initiatives to ensure we can reach as many young people as possible.

“We are launching our drive with a digital brand awareness campaign on Football Manager 2018 and we are delighted that Leeds is pioneering the use of this particular game to reach young people in our region.”

Simon Mitchell, CSO at Bidstack, which offers in-game advertising on Football Manager, said: “Bidstack is delighted to be working with the NHS and MindMate to raise awareness and support of mental health issues in young people; males in particular are hard to reach and engage, and the gaming environment in Football Manager is a great way to connect with them.”

The month-long campaign will see eight-second digital pitch-side ads promoted during game simulation – as well as generating brand awareness, the ads are clickable, taking the player to a relevant page on the MindMate website.