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Six Connections is a non-profit organisation based in Burnley (UK) that promotes open conversations about mental health. Six connections was started by Dave Scholes, the organisations idea was started after his personal experiences showed how a simple conversations could make a positive impact to someone's mental health/webeing. Six Connections wants to normalise mental health discussions by encouraging people to meet in casual environments, such as cafes and bars, rather than in formal or clinical settings where people may not feel as comfortable and relaxed. They deliver training programmes for businesses and schools, create conversation starter products, like beer, coffee, and merchandise and work with a variety of local organisations to promote mental health awareness.

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The main target market for Six Connections consists of young people in Burnley aged 16-19, as well as older adults who are comfortable attending relaxed and informal events. This age group is highly social and tend to be more open to meeting new people, making them the ideal choice for building a supportive interconnective community. Six Connections also appeals to businesses, schools and local employers who want to provide mental health support and safe spaces for their staff and students. Targeting Burnley College students is a key focus due to the large student population located near the venue.

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Six Connections uses the slogan "Powered By Mates" to highlight how friendships and open conversations can improve wellbeing. They also work with local businesses like Moorhouse’s Brewery, who run the "Ask Twice" beer campaign, The Cardboard Box Company to promote workplace wellbeing, and BrewDog with their "Sad AF" beer campaign. These partnerships help share mental health messages in ways that fit naturally into everyday life and casual settings. On socials, they use the hashtags #PoweredByMates and #ChattyAF or #SadAF to engage younger audiences and raise awareness on this pressing issue.

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Six Connections uses a variety of media methods to reach their audience:

Social media platforms such as Instagram, TikTok, Facebook and Spotify are used to post videos, posters and update people on their events.

They also feature on podcasts, including a 50-minute episode with Dave Scholes on The Truman Podcast.

Flyers and posters are printed and handed out physically around Burnley College and local businesses.

They use hashtags like #PoweredByMates to encourage sharing and wider audience reach.

The most effective methods remains to be social media due to its massive popularity with 16-19 year olds, which allows for rapid sharing of posts, interactions online and cost effective promotions.

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The consumer goal is to provide a safe and relaxed environment for people to have natural conversations about mental health, helping them feel supported and reducing the stigma around these topics. The company goal is to build awareness of Six Connections, grow attendance at events, generate income from venue bookings and merchandise sales and strengthen partnerships with local businesses, schools and community organisations.

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Six Connections promotes its events, training programmes and venue hire opportunities to students, young adults, businesses and members of the local community in Burnley. These groups are most likely to benefit from the chance to take part in open, informal conversations about mental health while also helping to support the organisation financially through bookings and event attendance. Social media is used to connect directly with the main 16 to 19 audience, while radio and posters help reach a wider local audience. The promotional materials, including posters and short videos for social media, present the brand and its events in a simple and relatable way that encourages people to get involved. This gives consumers access to useful support networks, social activities and community events, while helping Six Connections build awareness and increase bookings.

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With no budget limitations, Six Connections would develop a dedicated mobile app to manage bookings, create community forums and offer access to mental health resources. It would work alongside major mental health charities and organisations across the country to build stronger partnerships and expand its impact. National advertising would be introduced through large billboard campaigns and sponsorship deals, raising the organisation’s profile. A full-time in-house marketing team would be employed to produce professional, high-quality content. The organisation would also look to open new locations in other towns and cities to widen its reach and support more people.

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The first promotional material created was a poster, which has been used across all social media platforms and distributed physically as leaflets handed out to people. The poster includes key details about the Six Connections events, including the days and times they run using vibrant colours and clear messaging to attract attention and interest.

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The budget has been carefully planned to cover everything needed for the campaign while sticking to the £3000 limit. It includes the cost of adverts on Instagram, TikTok, Spotify and Burnley college radio. But also covers the extra work involved in running the campaign.

Staff are needed to design posters, create social media content, print materials and organise the leaflet distribution. There are also costs for planning and running the open evening which involves more people to help set up and manage the event. The content creation side of things includes filming, taking photos and writing posts which help entice an audience. Some of the budget goes towards tracking how well the adverts are performing so changes can be made if needed. Extra costs have been factored in due to human resource costs from staff replying to queries and helping with any problem that may occur during the campaign. A small amount has been left to spare any surprises that may come up. This concise budget ensures that everything is covered properly and gives the campaign a greater chance of reaching as many people as possible.