“We have created a culture that tells women the most important thing they can be is beautiful. Then we pummel them with a standard of beauty they will never meet.” (Renee Engeln, ‘Beauty Sick’, 2018)
This speculative brief requested a new campaign for the charity, Mind, to get Gen-Z talking about their mental health. Our group focussed on the theme of ‘beauty sickness’ within our appearance-obsessed society, targeting women aged 18-26 who suffer at the hands of it.
Our campaign ‘Get Real’ empowers Gen-Z women to open up about how they’re feeling, rather than focussing on the way they look. It capitalises on the hugely popular #GetReadyWithMe trend, instead, changing it to #GetREALWithMe, encouraging open and honest conversation. It features a conversational podcast with promotional, animated shorts for Mind’s social pages, plus a range of other Instagram and TikTok posts to appeal to Gen-Z. Our OOH posters further promote the campaign in accessible locations to again, spur Gen-Z women to start the trend of talking!
Bethany Martin: sound production, design and animation
Chloé Jones: social media and branding
Melanie Petkova: social media and OOH branding