Unmind is a workplace mental health platform. It can be accessed through an app or on desktop and often runs webinars. It requires businesses to subscribe to Unmind in order for their employees to use it (B2B2C). Unmind’s clients include Uber, Samsung, Disney, John Lewis Partnership, Major League Baseball and many more.
WHAT IS UNMIND?
Due to its wide range of clients, it’s target audience ranges from young to retirement age and desk workers to factory workers. This meant being accessible in the copy and imagery we used, using clear, concise wording
UNMIND MEN’S HEALTH AWARENESS MONTH
OBJECTIVE
When faced with the loss of a loved one, for example, expressing condolences and offering support is natural. However, sometimes it can be challenging to broach such sensitive topics, causing people to resort to discussing trivial matters like the weather in order to avoid the subject altogether.
To address this issue during Men's Health Month, our brand team came up with an empowering concept called "Ask about the thing." The goal of this campaign was to encourage individuals, particularly men, to overcome their hesitations and ask direct questions instead of tiptoeing around sensitive subjects.
This campaign was exclusively shared only with our clients. We did not organise any webinars or distribute campaign assets through our social media channels at Unmind.
INITIAL SKETCHES
DEVELOPING VISUALS
ROUTE 1 - ELEPHANT IN THE ROOM
This route plays on the well known idiom - the elephant in the room - a topic/conversation known to everyone, that people do not want to speak about for whatever reason.
If you imagine an elephant in a room, it’s going to take up a considerable amount of space. Therefore it only makes sense that it takes up a lot of space on the page too.
I didn’t want to be too obvious with the elephant, more as if it was just lurking in the background
ROUTE 2 - TAKING UP SPACE
In this route I really wanted to emphasise the idea of taking up space. As if it was this big thing that needed to be spoken about.
In the first visual, the ‘thing’ is so big it splits apart the header, making it squeeze into whatever space left. This represents having to squeeze out whatever conversation possible to avoid speaking about the ‘thing’.
In the second visual, I’ve used an asterisk to represent the difficult conversation, again taking up the majority of the space.
ROUTE 3 - SHOUTY HANDRAWN
Copy-led route
Would work as a poster but wouldn’t really work for smaller assets as there would be too much content on screen.
WORKING UP VISUALS
During a meeting to discuss the campaign, we had these visuals on the big screen in the office. We asked a passerby if they understood what it was/meant. They did not - time to make it more obvious.
MORE ELEPHANT-Y*
*But not elephant-y enough
EVEN MORE ELEPHANT-Y
All assets were uploaded to Paperflite for the clients to download and distribute. This included a ‘copy doc’ to assist the clients with everything they may need to know about the campaign.
VIDEO
For this video I created the concept, copy, design and animation. Editing the typing sound to the keyboard was tedious but this gal stuck to her vision.