Title	LET WHAT'S INSIDE OUT
Brand	CALM (CAMPAIGN AGAINST LIVING MISERABLY)
Product/Service	CHARITY
Category	A07. Not-for-profit / Charity / Governemt
Entrant	HAVAS LONDON, UNITED KINGDOM
Idea Creation	HAVAS LONDON, UNITED KINGDOM
Media Placement	HAVAS MEDIA London, UNITED KINGDOM
PR	HAVAS LONDON, UNITED KINGDOM

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 PR?

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 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 and culture of young people. 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 about the importance of talking.

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 (20% of vote)

For the younger generation 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 took the clothing label found in all clothing and adapted it to create the self care label. A label that couldn’t be more relevant to the cultural conversations of today. A label that once placed on the outside of every piece of clothing, acted as its very own PR platform, getting young people talking about their mental health experiences and acting as a reminder everyday that CALM is here to help. But we cared about this cause too much to stop there, so we secured over £100k worth of free media to launch on World Mental Health Day, amplifying the message across cinema, OOH, influencers and PR.

Describe the PR strategy (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 PR 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 amplified 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’. Which means that 75 million people were reminded to talk and practice self care. But this wasn’t a case of see it then it’s gone, our labels started a national conversation. First it became a news item: Generating over 200 pieces of earned media, with everyone from the Metro to Harpers Bazaar to Men’s Health talking about the labels. Even Lorainne featured the collection on her prime time TV show. This led to our collection trending on launch day, selling 2.3k garments and counting. Then we got teenagers talking to each other: Over 21k people engaged with the campaign, in fact both men and women spoke up in a passionate way about the cause - a huge success for a charity usually associated with just men. But we didn’t just make an impact in the UK, we went global, being talked about on social in the US too. 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. We got people talking, and for all the right reasons.