LET WHAT'S INSIDE OUT

Short List
ClientCALM (CAMPAIGN AGAINST LIVING MISERABLY)
Category G05. Breakthrough on a Budget
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
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

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 saves lives. We had to do something, but with a media budget of £0 we had to transcend traditional media. Under the creative idea of ‘Let what’s inside, out…’ we built a partnership between CALM and Topshop/ Topman and took 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. So our task was simple, we needed to get young people talking. There was one problem, we didn’t have the money that usually comes with creating a campaign, so we’d have to think differently. For this, we set out two objectives: 1. Find the perfect partner b. Allowing us to drive the scale we’d be unable to achieve alone 2. Create something long lasting ○ Embedding the message into their world after the campaign 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)

With £0 of media in our pockets we knew we’d have to find a way to speak to young people that wasn’t just through the content they stream. This is how we landed on 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 reach of the campaign with a 30s cinema film that played on the sensory overload of the channel, portraying the mind panic people experience 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 may have 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. On a media budget of £0, 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: 21k men and women engaged with the campaign - 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.