This was a group project in teams of 5, this is a final outcome that we pitched as a big campaign idea at Wieden and Kennedy to Helen Andrews (Managing Director), Sarah Jenkins (Chief Marketing Officer at Grey London), Chris Kilvington (Senior Marketing Manager at Time To Change) and Abraham Asefaw (Founder of The Pop-Up Agency).
We held at focus group at Stoke Newington School & Sixth Form with young people aged 11-18 as this was our target audience age group.
We had many ways of launching the campaign, from video advertising, posters, social media as well as experiential.
For snapchat we will make a filter that puts a straw in your head when you open your mouth and sprawls out a tips for starting conversations about mental health.
Our idea for posters was to have interactive tear away posters in schools with tips to take-away. An example of a tip2sip would be "If your mate has run dry just fill them up with positive vibes” we would also use phrases from popular memes circulated amongst our target audience such as Don’t war your friend, listen to their (mental) yé"
Our high budget idea was to distribute reusable cups across schools and colleges.The idea of sipping from the brain relates back to our video idea and symbolises sipping up your emotions to the surface.The reusable cups will also have tips on to help start the conversation about mental health whilst sharing a drink.
Our low budget idea is to distribute double-edged straws across school canteens as well as at youth clubs.The double-edged straw refers to it’s double purpose of being able to share a drink and have a chat.the concept that feelings aren’t disposable. The whole purpose of these straws is to encourage the user to share a drink with their friend and have a chat.The straw packaging will have tips on the reverse side and as conversation starter.
The happy short straw execution plays on the willy wonka golden ticket concept. Whereby packages of our straws will be distributed in school, however 35 packages will have a short straw included. For all the students who are lucky enough to get a short straw they are gifted with a fun trip at the end of term as well as an interactive workshop on how to talk to your mates about mental health.
Our insight was to relieve the burden of asking about your mates mental health
We tackle this through sip and talk . Young people think talking about mental health is a burden We are here to say it is not.
Sit, sip, talk.
Team Bottoms Up
Mark Manabat, Ayomitide Adesanya,Chantice Ebanks, Natasha Dawson and Mary Oludipe
I am also sharing all about my experience on my blog