Raising awareness while supporting students: what DM&C did to promote mental health across Ontario
In April of 2020, as the pandemic was bearing down on the world, DAYO Media & Communications (DM&C) was tasked to create bilingual social media content for School Mental Health Ontario.
School Mental Health Ontario (SMH-ON) is a provincial implementation support team that helps school boards across Ontario to enhance student mental health through the use of evidence-based strategies and services. As the pandemic progressed, our team provided words of encouragement and comfort through a communications lens that adopted inclusive and anti-oppressive pathways. We improved SMH-ON’s Twitter platform which, at the start of our journey, had a little over 2,000 followers. By August 2022, that number multiplied to over 8,200 followers.
As an English- and French-speaking team, we used a journalistic approach and our expertise to align with SMH-ON’s messaging. Through the use of multiple tactics, including visually interactive videos, creative GIFs and compelling content, we shared strategic messaging ranging from information about SMH-ON resources, significant dates and relevant news about Ontario-wide mental health initiatives.
DM&C is proud to have helped improve the organic performance of SMH-ON’s social sites as well as for our work in amplifying the diverse breadth of school experiences across Ontario. We enjoyed using Twitter to share the good work happening in schools and school boards across the province. We also played a role in launching SMH-ON’s student-led Instagram page, @ThriveSMH, and created a LinkedIn page for the organization, which has garnered over hundreds of followers.
"Our audience also grew tremendously under DM&C’s leadership, and your team set an excellent standard for our social media presence. Thank you so much for the strong foundation you built for us."
It’s been an absolute pleasure for our team to have contributed the driving force that has brought growth in social followers and increased engagement for SMH-ON. We’re proud to be part of SMH-ON’s legacy and will continue to follow them as they promote the important work being done across the province to advance, support and honour the mental health of students, educators and staff in Ontario schools.
Managing Director – Dayo Kefentse
Digital Designer and Video Editor – Adam Power
Social Media and Video Coordinator – Nthabiseng Selelo