---
title: Driving a social conversation about mental health – Better Known
description: The Share My Food campaign is a community mental health initiative designed to connect people through food and conversation. Read the case study now.
image: https://www.betterknown.com.au/hubfs/Share%20My%20Food%20-%20Social.jpg
---

# Driving a social conversation about mental health – Better Known

## Driving a social conversation about mental health – Better Known

![Campaign creative – Share My Food](https://www.betterknown.com.au/hubfs/Share%20My%20Food%20-%20Header-1.jpg)

![Campaign creative – Share My Food](https://www.betterknown.com.au/hubfs/Share%20My%20Food%20-%20Header-1.jpg)

Sector: Healthcare

Client: Butter Fish Services

Expertise: Design, social media, copywriting, media planning

### Campaigning for community connection

Butter Fish Services partnered with KIIS FM's Will & Woody to launch Share My Food, a community mental health and wellbeing initiative.

The Share My Food campaign addresses the stigma around talking about mental health, as well as the difficulty that sometimes comes with having those conversations in a real and meaningful way. The campaign encourages friends and family to connect better through shared food and conversation.

Our task was to promote the campaign through social media.

![Will & Woody - KIIS FM - Share My Food](https://www.betterknown.com.au/hubfs/Share%20My%20Food%20-%20Wide%204.jpg)

**Feel better, together**

Mental health has a huge impact on every aspect of our lives, from our behaviour and physical health to work and relationships.

 

We know that almost half of all Australian adults will face mental ill-health during their lives.

 

Our insights found that people who eat socially are more likely to feel better about themselves and have a wider social network capable of providing social and emotional support.

![Campaign creative – Share My Food](https://www.betterknown.com.au/hubfs/Share%20My%20Food%20-%20Portrait%203.jpg)

![Social media – Share My Food](https://www.betterknown.com.au/hubfs/Share%20My%20Food%20-%20Portrait%201-1.jpg)

In these increasingly fraught times, when community cohesion is ever more important, making time for and joining in communal meals is perhaps the single most important thing we can do – both for our own health and wellbeing and for that of the wider community.

Professor Robin Dunbar – University of Oxford

**Results**

The organic and paid social media campaign across Facebook and Instagram resulted in a +900% increase in reach to over 35k people, increasing followers and creating conversations about mental health.

The campaign helped drive 30% more visits to the Facebook page and over 220% more visits to the Instagram page.

We created over 50 pieces of content over the month of the campaign and we'll continue to work with Butter Fish Services on the next phase of the campaign. 

![Social media – Share My Food](https://www.betterknown.com.au/hubfs/Share%20My%20Food%20-%20Portrait%202.jpg)

[![We collaborate with ambitious brands. Want to work with us?](https://no-cache.hubspot.com/cta/default/8985123/ccfeb345-7cfd-4f3e-badf-64b1810e051c.png)](https://cta-redirect.hubspot.com/cta/redirect/8985123/ccfeb345-7cfd-4f3e-badf-64b1810e051c)

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