Adaily Inspiration Week #33: Mental wellbeing
Adaily Inspiration Week #33: Mental wellbeing
Adaily Inspiration is a weekly newsletter containing 5 inspiring ads from our full 3,500+ database of winning campaigns.
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For this week we chose campaigns celebrating a win. Below you can find our 5 picks, straight from adaily.co » HERE «
Our pick of top5 campaigns:
ITV x CALM’s “The Last Photo” broke misconceptions about suicide by revealing seemingly happy last photos of individuals who died by suicide, sparking a national conversation about hidden struggles.
Cigna’s “Stress Portraits” visualized the invisible effects of stress through real-time 3D motion technology, making the unseen impacts of stress visible and raising awareness about managing stress for better health.
NeuroGen Brain & Spine Institute’s “One Mindful Mind” turned parents into counselors for their children through an interactive toolkit, fostering emotional well-being and addressing the rise in mental health issues among youth.
Maybelline’s “#BraveTogether” partnered with Wattpad to destigmatize mental health conversations, encouraging young people to share their stories and raising funds for mental health organizations through creative write-a-thons.
BMW’s “Mental Airbag” provided drivers with mindfulness techniques via Spotify and Waze, promoting mental well-being on the road and enhancing safety in stressful driving situations.
1. “The Last Photo” - ITV x Calm
CALM and ITV did The Last Photo campaign using the twist of revealing seemingly happy last photos taken before individuals died by suicide to raise awareness and start a conversation about preventing suicide.
adam&eveDDB London • 2022 • NGO - health • United Kingdom • Europe
Challenge
The challenge of this campaign was to challenge the common misconceptions about what suicidal looks like and to raise awareness about the fact that it doesn't always have obvious signs. The aim was to encourage people to intervene and help prevent suicide by highlighting the importance of recognizing the signs and offering support.
Target Group
The target group of this campaign was the general public in the UK, with a specific emphasis on raising awareness and educating people about the fact that suicidal individuals may not always exhibit obvious signs or behaviors. The campaign aimed to challenge stereotypes and encourage the public to be more vigilant and proactive in identifying and supporting those who may be at risk of suicide.
Idea
The main idea of the campaign was to challenge the misconception that suicidal individuals always display obvious signs of distress, by showcasing seemingly happy photos of people who died by suicide. The campaign aimed to start a national conversation about the hidden struggles of those who appear to be fine on the surface, and to encourage people to intervene and offer support to others who may be struggling with suicidal thoughts.
Results
The Last Photo campaign had a significant impact in raising awareness about suicide and encouraging people to intervene. The exhibition on London's South Bank attracted a large number of visitors and received extensive media coverage, reaching millions of people across the country. The national print campaign also helped to amplify the message and engage with a wide audience. As a result of the campaign, CALM's website saw a surge in traffic, with many visitors exploring the stories of the individuals featured. The campaign sparked a national conversation about suicide and mental health, leading to increased awareness and understanding. It also prompted people to take action and seek help, with CALM reporting an increase in calls and engagement with their helpline and online resources. Overall, The Last Photo campaign successfully challenged the stereotypes associated with suicidal behavior and encouraged people to look beyond the surface to recognize the signs of distress. It empowered individuals to take action and offered them practical tools to prevent suicide.
Links
2. “Stress Portraits” - Cigna
Cigna did a Stress Portraits campaign using real-time 3D motion technology to visualize the invisible effects of stress.
McCann Hong Kong • 2019 • Insurance • China • Asia
Challenge
The challenge of this campaign was to create a public service announcement and launch a global 'Stress Care' Platform for Cigna's international markets. This campaign aimed to address the high levels of stress in the world and the physical effects it has on the body. The challenge was to make the invisible signs of stress visible and raise awareness about the importance of managing stress for overall well-being. Additionally, the campaign needed to cut through category noise and stand out from traditional health insurance campaigns that often used fear tactics.
Target Group
The target group of this campaign was both Cigna's existing and prospective B2B clients, as well as the wider public (B2C). The B2B communications focused on stress in the workplace and the benefits of taking control of stress for both the company and its employees. The B2C communications focused on personal, day-to-day stress in individuals and the benefits of managing stress for one's own physical well-being.
Idea
The main idea of this campaign was to make the invisible signs of chronic stress visible through the use of technology called Stress Portraits. These portraits transformed an individual's biometric data into a real-time visualization of how stress was affecting their body. The aim was to raise awareness about the physical effects of stress and inspire people to take action by visiting Cigna's free Stress Care hub.
Results
The results of the campaign are as follows. The campaign generated over US$26 million in earned media value. Over 150,000 unique stress portraits were generated at the time of entry. There was a 187% increase in stress-related business leads compared to the previous year. The Cigna Stress Care Hub received over 2.5 million unique visits at the time of entry.
Links
3. “One Mindful Mind” - NeuroGen Brain and Spine Institute
TBWA\India helped NeuroGen Brain & Spine Institute launch the "One Mindful Mind" interactive toolkit, turning parents into counselors for their children.
TBWA\INDIA Mumbai • 2019 • Healthcare • India • Asia
Challenge
The challenge of this campaign was to address the alarming surge in reported cases of mental health disorders among children and teenagers in India. The goal was to create a universal and preventive approach in positive child psychology to help children understand and control their emotions. The campaign aimed to turn parents into counsellors for their children and strengthen the parent-child bond. Additionally, the campaign aimed to raise awareness about the importance of mental health and provide resources and support for parents and children.
Target Group
The target group of this campaign is parents who are looking for ways to help their children develop positive emotional well-being and improve their mental health.
Idea
The main idea of this campaign was to develop an interactive print tool kit, called One Mindful Mind, that helps parents turn into counsellors for their children. The toolkit aims to encourage light-hearted discussions between parents and children, helping children understand and control their own emotions. It is designed to tackle the alarming surge in mental health disorders among children and teenagers by providing a universal and preventive approach in positive child psychology.
Results
The results of the One Mindful Mind campaign were highly successful. The concept won two Bronze awards at the Cannes Lions Festival and received several shortlist nominations. Over 9,000 parents have already started using the interactive tool kit, which has been distributed to 540 child care centers, hospitals, libraries, and schools across India. The tool kit has helped parents turn into counselors for their children, promoting positive behavior and strengthening the parent-child bond. Additionally, the OMM website features a community blog, animated stories, and videos on different emotions, further expanding the reach of the campaign.
Links
4. “#BraveTogether” - Maybelline NY
Maybelline did a #BraveTogether campaign using Wattpad's write-a-thons to destigmatize mental health and encourage storytelling.
Blue Ant Plus • 2021 • Beauty • Cross-country • Global
Challenge
The challenge of this campaign was to destigmatize the conversation around mental health and create a safe and empowering environment for young millennials and Gen Zs to share their stories. Maybelline and Wattpad aimed to encourage users to be vulnerable and brave in discussing their mental health experiences, while also raising funds for mental health organizations. The campaign also aimed to achieve positive brand association and sentiment for Maybelline.
Target Group
The target group of the #BraveTogether campaign was young millennials and Gen Zs, specifically those who are part of the Wattpad community. The campaign aimed to destigmatize conversations around mental health and create a safe and empowering environment for these individuals to share their stories and engage in dialogue.
Idea
The main idea of the Maybelline #BraveTogether campaign was to destigmatize conversations around mental health by encouraging young millennials and Gen Zs to share their stories and engage in helpful dialogue. The campaign aimed to provide support and resources to individuals dealing with anxiety and depression, while also raising funds for global and local mental health organizations. By partnering with Wattpad, Maybelline challenged the community to be brave and vulnerable through two write-a-thons, with each story submission resulting in a donation to youth mental health organizations. The campaign also included the creation of short films and a panel discussion on mental health to amplify the message and foster a safe and empowering environment for individuals to express themselves. Overall, the campaign aimed to achieve brand association, positive sentiment, and to create change in the conversation surrounding mental health.
Results
The #BraveTogether campaign by Maybelline and Wattpad generated impressive results. It received over 37,000 submissions globally, making it the highest number of entries for a Wattpad write-a-thon. Additionally, the campaign raised over $35,000 for organizations supporting at-risk youth. The brand sentiment was overwhelmingly positive, with over 80% of Wattpad users recalling an aspect of the campaign and accurately connecting #BraveTogether with Maybelline. Furthermore, 56% of users had an improved opinion of Maybelline. The campaign also achieved its goal of destigmatizing mental health issues by promoting honest conversation among the audience. 25% of users went on to look up mental health resources, and there was significant engagement in the form of comments, with phrases like "Raise your Hand" garnering over 116 comments and discussions around pronouns and support resulting in over 400 comments. The campaign created a welcoming safe space for users, including those who aren't "out" in their everyday life. Overall, the results of the campaign were highly successful in achieving its goals and making a positive impact.
Links
5. “Mental Airbag” - BMW
BMW did a Mental Airbag campaign using Waze and Spotify to provide mindfulness techniques to drivers on stressful roads.
Wavemaker Hungary • 2020 • Cars • Hungary • Europe
Challenge
The challenge of this campaign was to tackle the issue of driver safety and the human factor in car accidents. BMW aimed to provide mental support for drivers to stay focused and calm in stressful traffic situations, in addition to their physical safety features. The campaign needed to creatively connect two media platforms, Waze and Spotify, to deliver the "Mental Airbag" playlist to drivers at the right time and in the right context. The goal was to raise awareness about the importance of mindfulness while driving and reduce accidents caused by human error.
Target Group
The target group of this campaign was drivers in Hungary, specifically those who frequently drive on stressful and dangerous roads.
Idea
The main idea of BMW's Mental Airbag campaign was to provide drivers with mindfulness techniques through a playlist on Spotify, targeting them during stressful and dangerous road situations using Waze's algorithms. The campaign aimed to emphasize the importance of mental well-being for drivers and to promote safety on the road.
Results
The campaign was successful in reaching a wide audience and sparking conversations about the mental state of drivers. The Mental Airbag playlist became the most listened branded podcast playlist on the Hungarian market, reaching approximately 20% of regular Hungarian podcast listeners. Additionally, the campaign received media interest and coverage, further amplifying the message about the importance of mental support for drivers.
Links
Five’s not enough?
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