LET WHAT'S INSIDE OUT

TitleLET WHAT'S INSIDE OUT
BrandCALM (CAMPAIGN AGAINST LIVING MISERABLY)
Product/ServiceCHARITY
Category B02. Non-profit / Foundation-led Education & Awareness
Entrant HAVAS LONDON, UNITED KINGDOM
Idea Creation HAVAS LONDON, UNITED KINGDOM
Media Placement HAVAS MEDIA London, UNITED KINGDOM
PR HAVAS LONDON, UNITED KINGDOM
Credits
Name Company Position
Mark Whelan Havas London Chief Operating Officer
Aaron Howard Havas London Creative Director
Owen Hunter-James Havas London Creative
Brodie King Havas London Copywriter
John Ogun Havas London Creative
Lorenzo Fruzza Havas London Head of Design
Alex Lindblom Smith Havas London Senior Account Director
Sophie Fletcher Havas London Account Director
Hannah Thomas Havas London Account Executive
Ned Hodge Havas London Strategist
Kerrie Boyes Havas London Strategist

Background

Suicide is the second leading cause of death among 15-29-year olds. The problem? Young people aren’t talking. But talking can save lives. We needed to find an impactful, relevant way to drive awareness and start the conversation. So we embedded self care and conversation into the daily lives of young people, making it part of their culture. Partnering with Topshop / Topman we put something that is normally on the inside, on the outside, turning a clothing care label into a media platform. Under the creative idea of ‘Let what’s inside, out’ we encouraged young adults & the nation to talk.

Describe the creative idea (40% of vote)

The younger generation are experiencing a mental health epidemic, in fact they are the most stressed out and unhappy generation of the past 25 years. A culture of ‘compare and despair’ on social media is wreaking havoc with their self esteem, always reaching for the unattainable and feeling severe anxiety when they don’t. And yet, even with all the online conversation they experience day to day, talking about the pain they feel inside is all too real. Insight: Talking reduces suicide risk by nearly 30%, and is recommended to prevent mental health struggles spiralling early on. So we knew that if we could get people to talk, we would be able to reduce suicide rates. Idea: We developed the creative platform ‘Let what’s inside, out’. This idea demanded an innovative creative and media solution to get noticed and talked about by teenagers, starting a vital conversation between them.

Describe the final product (40% of vote)

On world mental health day we launched the campaign ‘Let What’s Inside, Out’. At the core of the campaign was a clothing collection with care sewn in. But this was a guide to taking care of you, not your clothes. We used the same design as those found stitched to the collar of clothes, using the universally recognised icons (hand wash, iron, bleach) to create three steps to self care. These labels, normally on the inside, were stitched boldly on the outside of 13 garments, ranging from t-shirts to hoodies for both men and women to buy. This meant that everyday someone wore a piece from the collection, or every time it caught someone’s eye, this care label would act as a reminder to practice self care and encourage people to talk about how they feel. To let what’s inside out before their thoughts take hold.

List the results (20% of vote)

We reached over 75 million people with our message to ‘Let what’s inside, out.’ It became a news item: Generating over 200 pieces of earned media, even Lorainne featured the collection on her TV show. This led to our collection trending on launch day, selling over 2.3k garments and counting. Then we got teenagers talking to each other: 21k men and women engaged with the campaign - a huge success for a charity usually associated with just men. But crucially, those who really needed to talk, felt encouraged to contact CALM, and talk: The number of searches for CALM doubled on launch day, then young people contacted the charity in the ways they know how. Some talked via direct message on social, in fact 25% more people did. While CALM’s online chat received 30% more requests to talk.