How a segmented and social marketing approach helped this n…


It was the death of close friend, Dwayne Lally, by suicide in 2013 that led Casey Lyons and Sam Webb to come together in business. Neither had been aware of the extent of Rally’s battle with depression and bipolar disorder.

“Like many others, the stigma kept him quiet and stopped him for asking for help and reaching out to the service providers that are out there,” Lyons says. “And after his passing, we were shocked by the statistics that surround mental illness and suicide in this country and we knew that we had to do something.”

‘Something’ became LIVIN, a charitable organisation that raises awareness and provides education regarding mental health, to shine a light on a health problem that is the leading cause of death of people aged between 15 and 44.

“So there are plenty of people living with mental illness, and there are also plenty of greater service providers, but there is a missing link, and the stigma is keeping people quiet,” Casey tells CMO. “So we wanted to turn that negative into a positive.”

LIVIN hosts community events and sends ambassadors into schools, sporting clubs, and businesses to run education programs, and raises money to support its activities through the sale of merchandise.

But with Lyons having a background in carpentry and Webb in finance, Lyons concedes neither co-founder had much experience in building a solid marketing campaign to support their activities. It was lucky for him then that he lived in the same neighbourhood as managing director at communication and marketing strategy firm Flagship, Fady Hanna.

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