LET WHAT'S INSIDE OUT

Short List
ClientCALM (CAMPAIGN AGAINST LIVING MISERABLY)
Category A07. Not-for-profit / Charity / Governemt
TitleLET WHAT'S INSIDE OUT
Product/ServiceCHARITY
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
Elliot Harris Havas London Executive Creative Director
Dave Mygind Havas London Creative Director
Simon Connor Havas London Copywriter
Stephen Cross Havas London Art Director
Ainhoa Wadsworth Havas London Managing partner
Matthew Ramage Havas London Account Director
Patrick Cahill Havas London Head of production
Louise Bonnar Havas London Deputy head of production
Joseph Ogunmokun Havas London Agency producer
Laura Davies Havas London Strategy Director
Rosanna Owen Havas London Strategist
Mark Whelan Havas London Chief Operating Officer
Owen Hunter-James Havas London Creative
John Ogun Havas London Creative
Lorenzo Fruzza Havas London Head of Design
Alex Lindblom Smith Havas London Senior Account Director
Hannah Thomas Havas London Account Executive

Why is this work relevant for Media?

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. Under the creative idea of ‘Let what’s inside, out…’ we sought a media partner to physically demonstrate the idea in an impactful and memorable way. Creating a groundbreaking partnership between CALM and Topshop/Topman we took the notion of the ‘care label’ and made it about people, not product. We literally put something that is normally on the inside, on the outside, and launched a new clothing range to raise awareness of the importance of talking about problems.

Background

Anxiety and depression in young people has risen 70% in the past 25 years, but so much of this could be prevented by talking. In Britain, particularly when you’re a young adult, talking about how we feel seems near to impossible; we worry about judgement, believe we should be able to ‘man up’ or simply find it impossible to describe how we feel. This struggle to talk kills 112 men and women every week. Our task was simple, we needed to get young people talking. We couldn’t just have a one off message that tells people to talk, afterall starting the conversation is often the hardest bit. So we set out two objectives: 1. Get people talking in a way that felt natural a. Minimising the gravity that comes with a conversation 2. Create something long lasting a. Embedding the message into their world after the campaign period had finished

Describe the creative idea / insights (30% 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 strategy (20% of vote)

Mental health is a real life problem, so we needed a real life solution. But to make a real impact we needed a platform that was part of their world and identity. Fashion. For young people fashion is a form of expression, it’s something they care about and use to send a message to the world. So we took the notion of the care label and made it about people, not product. We worked with Topshop and Topman to launch a new fashion range with ‘Care labels’, usually sewn on the inside, sewn on the outside. Care labels that gave ‘instructions’ on how to care for yourself or others by opening up and talking. But we cared about this cause too much to stop there, so we secured over £100k worth of free media to amplify this message with cinema, OOH and PR to get the conversation started.

Describe the execution (20% of vote)

For two weeks we launched the campaign ‘Let What’s Inside Out’. At the core of the campaign was a care label, like those found stitched to the collar of clothes, reimagined as a self care label. Using the universally recognised icons (hand wash, iron, bleach) we created 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. We scaled up the reach of the campaign with a 30s cinema film that played on the sensory overload of the channel to portray the mind panic experienced when struggling with mental health. The platform also stretched across OOH, influencer content, owned channels and in store support; and while using only traditional media meant our message came and went, our use of labels meant the conversation of care will stick around for good.

List the results (30% of vote)

An idea aimed at getting people talking, got people talking. 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. 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.