1. JanSport – Lighten the Load
We’re all feeling the effects of COVID-19. But are some generations feeling it more than others?
JanSport, the American brand of backpacks, decided to do their own research to see how their Gen Z target audience was fairing, and how they might be able to help in some small way.
The insight
7 out of 10 young people say mental health is weighing them down. This was just one of the insights the team uncovered through Pew Research.
It also revealed half the Gen Z population felt they adequately managed their stress, while three out of 10 said they felt anxious or nervous almost every day.
#LightenTheLoad campaign was created to drive open conversations among their target group around mental health.
The message
JanSport was on a mission: to connect people with “real tools” to “unpack” the mental health crisis.
If you’re not sharing it you’re carrying it. If something’s weighing you down, let it out with #ShareItChallenge to help lighten the load.
Messages like these formed the basis of the campaign, all about promoting “strength through sharing.”
Asking young people across the country to give a glimpse into their mental health journey and how they #LightenTheLoad by sharing, they created a curated film series.
The films worked to normalize conversations of this nature with stories told by real people tackling topics like depression and anxiety, family conflict and coming to terms with identity.
Kicking off in May with weekly Instagram Live sessions timed to Mental Health Awareness Month, young people tuned in to take part in open conversations between mental health experts and influencers.
Why it worked
Knowing their audience sat squarely in the Gen Z bracket, JanSport could investigate the biggest pain point they needed to offer support for, proving to them they were listening.
“#LightenTheLoad has already seen unprecedented engagement between Gen Z and the JanSport brand,” said Monica Rigali, Senior Director of Marketing at JanSport.
“We’re finding 2020 continues to be a year of change, growth and unity which, for JanSport, reiterates the importance of truly listening to the issues that impact young people and working to provide a platform for their voices.”
2. CALM, Dave and Murdock London Barbers – How Are You Doing
Dave (the TV channel) and CALM (the Campaign Against Living Miserably) have been partners since 2018, encouraging positive conversations around mental health.
For World Mental Health Day, 10 October, they wanted to remind people that open conversations can be had anywhere, and even the most serious things can be met with humor.
The insight
In the six months after the government announced the first UK lockdown, the CALM helpline answered 71,261 calls and chats;
“That’s over 12,000 hours talking to people and 645,240 chat messages exchanged around topics such as isolation, anxiety, relationship concerns, health worries, financial stress and suicidal thoughts”, says Simon Gunning, CALM CEO.
People were struggling – this they knew.
The message
Following the success of their lockdown specials, Dave, CALM and Murdock (a London barbers whose staff are trained in mental health first aid) wanted to give people more resources, and help them get through some unusual times with a touch of comedy.
How are you doing? You’d probably say fine right? Even if you weren’t fine? Weird isn’t it. Not wanting to be a bother.
The campaign featured co-branded messages like these in Murdock’s stores, TV ads, social videos, and five new episodes of the hit podcast, ‘Conversations Against Living Miserably’.
“As always, our campaigns feature an element of humor, because the aim is to be uplifting whilst promoting important conversations – whether that be with friends, chatting to a barber, or someone at the other end of the CALM helpline”, says Dave channel director.
Why it worked
If Dave and CALM’s award-winning campaign “Be the mate you’d want” is anything to go by, we’re expecting big things. Their ideas are proof that if you listen close enough to what your audience is saying, you’ll get your message on point.
The CALM helpline is available 5pm – midnight, 365 days a year on 0800 58 58 58.
3. TBWA – Sound the Excuse
Working from home has quickly become our new norm – and if there’s one term it brought with it, it’s “Zoom fatigue”.
TBWA\London partnered with the award-winning men’s media platform, The Book of Man, to help us with one thing: baling on video calls.
The insight
80% of Brits said working from home had a negative effect on their mental wellbeing.
This was the insight the agency uncovered from their one research into the issue – and they decided to try and help.
The message
Stuck on a stressful video call? TBWA has you covered.
Across the microsite ‘Sound the Excuse’ are a number of excuses to choose from: Vomiting cats, pigeon’s flying in through the window, a flatmate stuck in the toilet…
Built to help you escape the tyranny of video calls, they make a good point:
No one should have to make excuses to look after their mental health.
The campaign launched across social and digital outdoor screens on World Mental Health Day.
Why it worked
The future of work may very well be remote, as our latest research into 10 countries shows. And with mental health concerns remaining paramount, many need something to laugh about – so this is certainly a relevant campaign.
Staying close to the latest consumer trends and coming up with timely solutions is key.