RE-LABEL THE CONVERSATION
60% of people with mental illness are likely to avoid discussing their mental health concerns openly due to the fear of being labelled or judged.
The objective of the brief was to allow Myvitamins to stand up as a health and wellness brand in support of Mental Health Month. Providing a hub of education and knowledge about all areas of mental health, with further education on supplements which support consumers with every aspect of their mental health, as well as sparking conversation around mental health, and making it a more open topic to discuss.
This campaigns purpose was to change the language that is used to describe mental health and introduce a non-stigmatised vocabulary and begin to re-label therapy and mental health.
Conversational stickers were at the forefront of the idea, containing the new vocabulary for mental health. The stickers were used across all collateral and within parcels and on live products, spreading positivity and enabling the customer to interact with the stickers.
The campaign aims to encourage customers to say how they are really feeling, and evoke conversation about mental health.
CAMPAIGN
CONCEPTUAL THINKING
DESIGN
Colour theory and the psychology behind it was used to create the colour palette for the campaign, promoting a positive experience for the customer.
Conscious use of shapes can help send the right message. Different shapes were used to create the stickers to convey hidden meaning and feelings, helping to communicate positive messaging surrounding mental wellbeing.
A series of interactive social posts were created to encourage customers to get involved and spark conversation around how they are feeling, opening up about their own mental health.
An interactive billboard covered in the Myvitamins mental health stickers, encouraging consumers to interact and take one,
re-labelling mental health.
re-labelling mental health.
