Drawing more attention to the topic of “mental health” – that was the goal of the German Federal Ministry of Health. To achieve this, they decided to run a campaign on TikTok. The advertising formats TopView and InFeed Ad-Flight were used.
Not only the physical, but also the mental health of people faltered during the Corona crisis. In December last year, the number of infections reached a new high, which once again had an impact on people’s mental well-being. In order to be able to offer the younger target group more support and to draw more attention to the topic of “mental health”, the Federal Ministry of Health decided on a special TikTok campaign on its channel @bmg_bund.
To this end, the ministry worked with the influencers @psychologin.nesibe and @umut_oezdemir and published informative videos on topics related to the psyche and health. The aim was to break the taboo on the topic of “mental health” and spread a positive message in the TikTok community. The content was created in cooperation with the agencies Cosmonauts & Kings and Intermate.
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