Something About a Bed – RVH awareness campaign that went viral
June 19, 2017

three women and one man holding RVH Foundation signs in front of a classroom blackboard

Students Hunter Markle, Mandy Fernandes, Danny Bui, and Tara Macdonald created Something About a Bed, a highly successful RVH Child and Youth Mental Health awareness campaign that went viral.

When the RVH Foundation partnered with Georgian’s Advertising and Marketing Communications program, they asked students to develop a viral advertising campaign supporting either Advanced Cardiac Care or Child and Youth Mental Health fundraising initiatives through the Hearts & Minds Campaign. The team’s campaign illustrated a feeling of comfort and conceptually tied in Georgian College’s recent donation of eight inpatient beds to RVH’s mental health facilities.

image of woman using her cellphone leaning against lockers in the something about a bed video

“We wanted to create a campaign that would resonate with the demographic we were targeting and simultaneously communicate the objective of our campaign clearly,” said Danny Bui. “As college students, ‘something about a bed’ was a concept that we could all relate to! Never did we imagine that we would reach so many people, nor receive the amount of positive feedback we did from individuals, organizations and the community.”

During their final semester, students participate in various projects for community organizations, through Tree Fort, a student-driven, in-house media agency. Students research the appropriate social channels and develop traditional marketing tactics to support viral campaigns. Then they launch a test campaign and measure their results so they can revise the campaign to improve its effectiveness. Finally, they launch a finished product and watch it generate results for the client.

“Working for clients, such as the RVH Foundation, gives our students an invaluable experience that prepares them for the real world,” said Alison Durtnall, professor, Georgian College Advertising and Marketing Program. “There is an in-class competition among several student teams, and the clients select the winning campaign.”

Something About a Bed was awarded first place by Eric Dean, CEO of the RVH Foundation. The winning campaign successfully received thousands of online views and coverage from media channels, such as Rock 95, Koolfm 107.5, and CTV Barrie. Something About a Bed helped RVH reach their goals by raising awareness in the community that there is a mental health youth facility available, and that mental health is just as important as any other illness.

Second-place winners were Sarah Beube, Danielle Mount, Pat Smith, and Ericka Wilson with their “Peace of Mind” campaign. Third-place winners were Bryanny Bailey, Juliana de la Rosa,Zaira Ajamova, and Mary Agbontae with their “A Cry for Help” campaign.