Problem:
GenZ are worried about talking to other people about certain issues they face in everyday life. They feel that their families and friends wouldn’t relate to their problems, or are too embarrassed to talk about their problems.
Insight:
Anonymity is key when talking on the app; many of Gen Z are more likely to open up after caffeine because it releases a chemical to the brain, making you more relaxed.
We knew in order to reach our target audience, we would need to do more than just create a standard poster, as a lot of people just see mental health posters and ignore them. Therefore, we chose to base our whole campaign about the collaboration with Starbucks - making these coffee shops the “safest” place to open up.
For our poster designs, we used the classic “coffee” language with a warm and friendly tone as well as related the imagery to the kind of things people could order in a Starbucks.
