2023

2023

2023

Year  2023

Year  2023

Insights, Campaign Concept

Insights, Campaign Concept

Insights, Campaign Concept

Type  Insights, Campaign Concept

Type  Insights, Campaign Concept

“The primary exacerbator of burnout isn’t really email, or Instagram, or a constant stream of news alerts. It’s the continuous failure to reach the impossible expectations we’ve set for ourselves,” writes Anne Helen Petersen in her book, Can't Even: How Millennials Became the Burnout Generation.

I created this campaign for Psykiatrifonden, a Danish mental health organisation, to equip young people with mental health tools for navigating the complex lives that await them: the performance society.

Through desk research and a focus group interview, I got an overview of the situation and gained insights about the audience; fuelled by these and armed with transmedia storytelling, I developed the campaign’s core message and the concept that delivered it.

The tagline Træk Lige Vejret (Take a Breath) is an easy-to-remember rule of thumb that, when practiced, can calm the nervous system.

The underlying message—your worth doesn’t rely on your performances—is distributed through social media and posters and stickers at schools, universities, and nearby public transportation hubs.

As Psykiatrifonden is a well-renowned organisation, they can’t encourage acts of activism such as slapping the sticker on whatever represents hustle culture. They can, however, indicate that it’s possible.

“The primary exacerbator of burnout isn’t really email, or Instagram, or a constant stream of news alerts. It’s the continuous failure to reach the impossible expectations we’ve set for ourselves,” writes Anne Helen Petersen in her book, Can't Even: How Millennials Became the Burnout Generation.

I created this campaign for Psykiatrifonden, a Danish mental health organisation, to equip young people with mental health tools for navigating the complex lives that await them: the performance society.

Through desk research and a focus group interview, I got an overview of the situation and gained insights about the audience; fuelled by these and armed with transmedia storytelling, I developed the campaign’s core message and the concept that delivered it.

The tagline Træk Lige Vejret (Take a Breath) is an easy-to-remember rule of thumb that, when practiced, can calm the nervous system.

The underlying message—your worth doesn’t rely on your performances—is distributed through social media and posters and stickers at schools, universities, and nearby public transportation hubs.

As Psykiatrifonden is a well-renowned organisation, they can’t encourage acts of activism such as slapping the sticker on whatever represents hustle culture. They can, however, indicate that it’s possible.

“The primary exacerbator of burnout isn’t really email, or Instagram, or a constant stream of news alerts. It’s the continuous failure to reach the impossible expectations we’ve set for ourselves,” writes Anne Helen Petersen in her book, Can't Even: How Millennials Became the Burnout Generation.

I created this campaign for Psykiatrifonden, a Danish mental health organisation, to equip young people with mental health tools for navigating the complex lives that await them: the performance society.

Through desk research and a focus group interview, I got an overview of the situation and gained insights about the audience; fuelled by these and armed with transmedia storytelling, I developed the campaign’s core message and the concept that delivered it.

The tagline Træk Lige Vejret (Take a Breath) is an easy-to-remember rule of thumb that, when practiced, can calm the nervous system.

The underlying message—your worth doesn’t rely on your performances—is distributed through social media and posters and stickers at schools, universities, and nearby public transportation hubs.

As Psykiatrifonden is a well-renowned organisation, they can’t encourage acts of activism such as slapping the sticker on whatever represents hustle culture. They can, however, indicate that it’s possible.

“The primary exacerbator of burnout isn’t really email, or Instagram, or a constant stream of news alerts. It’s the continuous failure to reach the impossible expectations we’ve set for ourselves,” writes Anne Helen Petersen in her book, Can't Even: How Millennials Became the Burnout Generation.

I created this campaign for Psykiatrifonden, a Danish mental health organisation, to equip young people with mental health tools for navigating the complex lives that await them: the performance society.

Through desk research and a focus group interview, I got an overview of the situation and gained insights about the audience; fuelled by these and armed with transmedia storytelling, I developed the campaign’s core message and the concept that delivered it.

The tagline Træk Lige Vejret (Take a Breath) is an easy-to-remember rule of thumb that, when practiced, can calm the nervous system.

The underlying message—your worth doesn’t rely on your performances—is distributed through social media and posters and stickers at schools, universities, and nearby public transportation hubs.

As Psykiatrifonden is a well-renowned organisation, they can’t encourage acts of activism such as slapping the sticker on whatever represents hustle culture. They can, however, indicate that it’s possible.

“The primary exacerbator of burnout isn’t really email, or Instagram, or a constant stream of news alerts. It’s the continuous failure to reach the impossible expectations we’ve set for ourselves,” writes Anne Helen Petersen in her book, Can't Even: How Millennials Became the Burnout Generation.

I created this campaign for Psykiatrifonden, a Danish mental health organisation, to equip young people with mental health tools for navigating the complex lives that await them: the performance society.

Through desk research and a focus group interview, I got an overview of the situation and gained insights about the audience; fuelled by these and armed with transmedia storytelling, I developed the campaign’s core message and the concept that delivered it.

The tagline Træk Lige Vejret (Take a Breath) is an easy-to-remember rule of thumb that, when practiced, can calm the nervous system.

The underlying message—your worth doesn’t rely on your performances—is distributed through social media and posters and stickers at schools, universities, and nearby public transportation hubs.

As Psykiatrifonden is a well-renowned organisation, they can’t encourage acts of activism such as slapping the sticker on whatever represents hustle culture. They can, however, indicate that it’s possible.