THE CHALLENGE
Encouraging high risk teens to adopt a holistic healthy approach to mindfulness and meditation as a way to improve mental health. First, the teens and young adults that were targeted suffered from various degrees of mental health issues caused by low self esteem, stress, and intellectual disabilities that made it more difficult to cope with daily life. Second, this group was typically unaware of alternative forms of wellness, such as meditation and yoga, and were often uncomfortable confronting their vulnerability in a group setting. Third, the client had no budget for paid media.
THE OPPORTUNITY
Create a campaign that spoke to our audience in a non-threatening way-using their words and their channels (social media) to drive awareness of and interest in the concept of mindfulness and self love, in general, and awareness of and participation in the workshop, specifically. We also created tools for teachers to distribute to potentially at-risk young adults they felt might benefit.
THE IDEA
28 Days of Love / Love Letters
THE WORK
In-School Flyers for Teenage Girls
In=School Flyers for Teenage Boys
The Result
Social engagement with the brand on Facebook and Instagram increased dramatically. More importantly, the six-week course filled within the first week. The owner plans to continue the program.