Træk Lige Vejret

A fictional campaign for the Danish mental health organisation, Psykiatrifonden.

The state of young people's mental health is in decline. Navigating the complexity of life in a performance-driven society takes a toll. With this campaign, I wanted to equip the young people with a few tools that enabled them to navigate the intricacies of contemporary life. The campaign was created to spread awareness around how the unrealistic expectations of life affects young people negatively. In the long run, this was meant to add fuel to the fire that is the conversation around how the higher powers in society should turn their attention towards the root causes of the problem, the predominant cultural conventions, instead of continuously treating the symptoms.

In applying transmedia storytelling principles to the equation, I started reaching the target audience on their preferred digital platform: Instagram. From there, I wanted to extend the message physically, by hanging posters around select educational institutions around Copenhagen. Additionally, stickers, the activating element of the equation, were distributed alongside these posters. All elements of the campaign would include a clear and distinct CTA, directing the audience towards a website that contained the aforementioned tools enabling them to enhance their mental health.

Seeing that a reputational organisation as Psykiatrifonden shouldn't incite "vandalism", one could hope that when the audience made note of the stereotypical 'rise-and-grind' Instagram stories being covered with a representation of the campaign sticker, they would take the matter into their own hands and start putting up the stickers on alike signifiers all over Copenhagen. The intention behind this was for the audience to help spread the message, taking into account Psykiatrifonden's likely limited campaign funds.