Headspace
strategy, copywriting, direction, & design
Find some space. This campaign for Headspace came about from a prompt presented during an ELVTR course taught by Joel Azru, the Creative Director at Ogilvy. It focuses on finding moments within our hectic, busy lives to escape to for a moment of peace. Whether trying to escape dueling siblings to an aquatic garden, your daughter and her boyfriend to the mountains, or catch a midday break from work at a sunset beach, these breaks from everyday stresses are essential to mental health and Headspace helps you get there. The slogan ‘Find some space’ (condensed and more focused from their slogan of ‘Find your Headspace’) focuses on taking them away from the current chaos they’re surrounded by and invokes a sense of effortless discovery in locating and downloading the app. Because exploring your mental health is a journey that takes a lot of work, but getting started shouldn’t be.
To move away from small scale print and digital ads, this campaign included outdoor elements as well (at least 2 together, but preferably 3) that not only reinforce the message to ‘Find some space’, but personalize it and encourage the viewer to ‘Find your space’. Located in high-traffic urban areas, one piece features a mostly orange poster with a circular mirror (imitating the ad and the circle of the headspace logo) situated and angled to catch the reflection of the individual standing in front of it. As the individual feels briefly removed from the chaos of the scene around them a simple list of instructions encourages them to scan a QR code which sends them to Spotify for a 5-minute guided relaxation. This seeks to reduce anxiety and stress levels without interrupting their commute or day. As the 5-minute audio comes to a close, a CTA to check out Headspace would play, encouraging them to download the app and continue their mental health journey.
Outdoor Installations
This campaign focuses its earned media strategy efforts around World Mental Health Day on October 10th. During this time more than ever, people may be looking for resources to help with their individual mental health. Social media would run for a month leading up to the day, with all efforts building up to a day to finally find time (even in a very busy life) to ‘Find some space’. During this mandatory (not really, but implied that it is) mental health day, Headspace would have the day dedicated to their users. There would be an online event featuring renowned experts answering mental health questions that were submitted ahead of time, speaking on the subject, and even taking live calls during. Intermissions would be focused around meditation and relaxation exercises, and the event would close encouraging users to reach out to partners and continue on their journey.
