Providing vital support to under 25s on social media during lockdown

The Mix’s vital services have been needed more than ever since the global pandemic turned the lives of under-25s upside down. This is why The Mix launched an innovative new social media strategy in lockdown with the objective of providing essential support to young people, directly on the channels they most use. The highly effective use of youth-led campaigns, activations, influencer marketing, social advertising and content creation resulted in a huge impact, from increasing The Mix’s annual reach from 2.4 million young people to 8.4 million over the last two years, whilst achieving an average engagement rate of 5.43%. This helped to increase brand awareness of The Mix amongst UK young people by 39% between November 2020 and November 2021 (YouGov, November 2021) and reinforce the charity’s position as the first point of contact for any young person seeking help.