"Hey, it's OK" campaign makes mental health negotiable
Introduction: mental pressure among young people is growing
Do you regularly feel stressed, gloomy or afraid of failure? You are not alone. Recent research shows that 1 in 7 young people in the Netherlands suffers from feelings of depression. Societal pressures, performance drives and constant exposure to social media intensify these feelings. Openness about mental health is therefore more important than ever.
Impactful campaign in collaboration with VWS and MIND Us
To address this issue, the Ministry of Health, Welfare and Sport and MIND Us launched the "Hey, it's OK" campaign. This campaign aims to let young people know that mental struggles are normal - and that talking about them helps.
NextGen Media: targeted outreach among young people
The campaign was rolled out at 20 educational institutions across the Netherlands, from mbo's to universities. A total of 40 mirrors were placed, each with a powerful, recognisable message. These expressions were visible on NextGen Media, the network that reaches young people in their daily lives. NextGen Media is an integral part of Bauer Media Outdoor's network and covers a mix of digital screens and analogue boxes at educational institutions. Through strategic placement in schools, this campaign reached young people directly at times when they are open to reflection.
Mirror campaigns with eight unique messages
Each mirror expression in the campaign featured one of eight carefully chosen messages. These messages addressed recognisable feelings such as performance pressure, social isolation and fear of failure. The aim was to hold up a mirror to young people and encourage them to seek help or talk about it.
Connection to Bauer Media Outdoor's mission
This campaign fits perfectly with Bauer Media Outdoor's social mission to be a "Platform for Good". By facilitating campaigns with social relevance in high-impact locations, such as educational institutions, the network actively contributes to a healthier, more aware society.
