LF.DESIGNS X ZABSZB
For this Live team brief, we were tasked to create a campaign for the existing mental health app Tellmi (by Dentsu). One that would raise awareness of the app and increase downloads and engagement. My project partner and I first refined our insights through research and honed in on the aim of 'providing a safe space'.
Tellmi already holds these attributes as an anonymous app and allows young people (the target audience) to express themselves and ask and answer questions anonymously.
By providing a safe space, judgement is minimised which is would be very effective as judgement is a strong reason why more than a quarter of students keep quiet about their issues.
Introducing the concept of the Anonhut (Anonymous-hut) and the Tellmi balloon, letting our stress fly away.
Using the balloon as a visual analogy throughout the campaign, we also used familiar places for our target audience of Students + Stressors. Urban places like Brick lane were considered (thrift + vintage hub, social areas), transport as students commute daily for education and a student dorm/room. I focused on the outdoor marketing where as my partner focused on social media for our final outcomes.
