Context; height of the billboard; how the content plays with what’s outside the image

https://www.pinterest.co.uk/pin/489977634462959246/

https://creativepool.com/thegatelondon/projects/dont-bring-mum-flowers-for-lives-not-knives

It is thought that at least 5% of young people suffer from ‘social media addiction’ (Centre for Mental Health, 2019) And fear of missing out (FOMO). The topic is becoming more prominent with the increase in celebrity suicides and trolling.

more space between the words and have the laces symmetrical, the logos could be smalled

I can't read the text so good because of the background - it's to much

·       I do like the use of the laces though they frame the text

The brand name doesn’t stand out 

Pathos is persuasive technique that tries to convince an audience through emotions. Pathos advertisement techniques appeal to the senses, memory, nostalgia, or shared experience. Pathos examples pull at the heartstrings and make the audience feel. A quick way to appeal to a viewer’s emotions? A cute animal. A devastated family. A love story. Overcoming great odds. An inspirational story and imagery. 

https://www.wolterskluwer.com/en/expert-insights/effective-advertising-makes-people-remember-your-name

By 2015, 92% of teens and young adults owned a smartphone. But, as smartphone use increased, so did feelings of depression.

A 2017 study of 8th to 12th graders found that high levels of depressive symptoms increased by 33% between 2010 and 2015. The suicide rate for girls in this age group increased by 65%. 

Child suicide rates increased by up to 150%, and self-harm by girls ages 10 to 14 nearly tripled. These patterns point to social media.

Eight-graders who spend over 10 hours on social media per week are 56% more likely to report being unhappy than those who spend less time on social media. 

Spending more than 3 hours on social media per day puts adolescents at a higher risk for mental health problems. 

13% of kids ages 12-17 report depression and 32% report anxiety. 25% of 18 to 25-year-olds report mental illness. These age groups report high usage of social media. 

59% of US teens experienced cyberbullying or online harassment. 90% say they think this harassment is a problem that affects other people their age. 63% say that it’s a major problem.

https://etactics.com/blog/social-media-and-mental-health-statistics

 

This is part of a range of measures taken by the Mayor to reduce the number of single - use plastic water bottles used in the capital and provide free access to healthy tap water.

The average London adult buys more than three plastic water bottles every week - a startling 175 bottles every year per person. In total, some 7.7 billion plastic bottles are bought across the UK each year, resulting in substantial amounts of single-use plastic waste.

With a markedly more adventurous tone and fresh appeal to a younger audience, Amex’s new brand slogan plays on one of the company’s previous classic taglines, “Don’t leave home without it,” but with a fresh spin that still captures the essence of their overall mission, geared more towards who their customers are becoming today.

American Express's slogan appeals to me for my campaign as i'd like to have something opposing this type of slogan. Such as "Don't live life with it", in a subvertisement kind of style. 

Communication of Clear Benefits -  A great one can make your company (or product) benefits extremely clear to consumers

Differentiation - Slogan to signal a strong, differentiating message about your brand is a key objective as you go about structuring a catchy slogan for an upcoming campaign

Design - Important to think about how your slogan and logo will work together across your marketing collateral.

Positive Brand Feeling - While some marketers will advocate for the use of urgency or stoking fear within their ad campaigns, research suggests that the best slogans use words that are positive and leave people feeling upbeat.

The increase in smartphones has also boosted the use of these popular social platforms. But unfortunately, that’s not the only thing increasing.

Mental health issues have gone up steadily following the trendlines from smartphone and social network releases. As more people use them, there are more people with greater health concerns.

Even though people recognize that these sites have negative impacts, it’s difficult to stop using them. Unfortunately, they have addictive effects. But reducing social media use to just 30 minutes per day can significantly help improve our mental health.

Taken from - https://etactics.com/blog/social-media-and-mental-health-statistics

So linking to this campaign partnered with NHS looking at reduction of media use would, as a main part, be beneficial.

In 2018, Havas Lynx partnered with four-time Academy Award-winning studio Aardman to produce a short animated film called 'New Mindset', which launched at the Tate Modern in London on World Mental Health Day (10th October).

The film, narrated by Stephen Fry, featured hard-hitting facts from The Lancet Commission on Global Mental Health and Sustainable Development, including the fact that 2 in 3 people won't receive any support or treatment for their mental illness, despite most mental health conditions being treatable. 

Created to help the mental health community win support and change how mental health is both funded and stigmatised, the central message of the film is that mental ill-health is a global issue that affects everyone, everywhere. And since its release, it has had a global reach, having been played at high profile global summits including the UK Summit, Davos World Economic Forum and the Global Dubai mental health summit.



'Be Vocal: Speak Up for Mental Health' by Biosector 2 and Sunovian Pharmaceuticals 

Biosector 2, a Syneos Health company and Sunovian Pharmaceuticals created the 'Be Vocal: Speak Up for Mental Health' initiative in 2015.

The campaign, which featured Demi Levato, brought together several advocacy groups: The Depression and Bipolar Support Alliance, The Jed Foundation, Mental Health America, the National Alliance on Mental Illness and the National Council for Behavioral Health.

Through a social media movement, a website and a documentary film, the campaign aimed to confront the continued stigma of mental health issues. But it wasn't just about raising awareness, the team behind the campaign wanted to open up the discussion, so they invited people to share their own stories on the 'Be Vocal' website - empowering adults living with mental illness to speak up when in need of help. 

The documentary film, Beyond Silence, was released in 2017. It follows three different people whose lives have been transformed by speaking up for mental health. 



In 2017, O&M London and Time to Change kicked off a 5-year campaign aimed at shifting attitudes toward mental health throughout England.

According to the charity's research, there has been a positive change in the way mental health is viewed and talked about in England, with 3.4 million people having improved attitudes. However, there is still a persistent gap between the attitudes of men and women, with men being less likely to discuss their own experiences.

The campaign, led by Mind and Rethink Mental Illness, although primarily aimed at men, promote a universal message. It was launched with a short, high-impact film featuring three heroic 'corner men'; regular guys who are in a mate's corner when he really needs them.

With a more comical approach than many of the campaigns on this list, it urges men to recognize how their attitudes and behaviours can influence others' experiences of mental health problems - & that being in a friend's corner can make all the difference.

In 2018, 'Be in your mate's corner' was followed up with #AskTwice, after further research from the charity revealed that 78% of us would tell friends and family we are 'fine', even if struggling with a mental health problem. To tackle this, Time to Change urged people to ask again if they suspect a friend is struggling with their mental health. They believe that the simple act of asking again, with interest, shows a genuine willingness to talk and listen.