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Save the Children launches campaign focused on mental health

Published 3 months agoProjects

We are proud to have led a partnership between Save the Children and Tim Bergling Foundation, founded by the parent’s of late artist Avicii, to support work against mental illness and suicide. For the launch of this collaboration, we created a campaign that was built around the invisibility of mental health and the different ways mental illness can take shape.


The aim was to reach potential donors, and most importantly to show young people suffering from mental illnesses that they’re not alone in their emotions and can get help whenever they need it.

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To deliver our message to a young audience in a familiar environment, we transformed the Spotify canvases of the Swedish pop elite into a new media channel. In a synchronized effort, the artists flipped their canvases into illustrations inspired by metaphors and descriptions of children's mental health experiences - from carrying heavy stones on your back to feeling like a balloon losing all of its air.

The goal was to deliver an important message from Save The Children directly to those who need to hear it the most.

The canvas activation was the heart of an integrated campaign, and the campaign message 
“The inside is difficult to see” was also brought to life through a series of films, outdoor ads and social media. The films, accompanied with Avicii’s biggest hit 'Addicted To You', dives into the mind of the youth to see how mental health issues can take shape, until the helping hand of Save the Children comes in to release these difficult emotions.

The campaign is a reminder that even if mental health isn’t always visible on the outside - it is very much felt on the inside.

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