"How are you doing?": Havas campaign focuses on mental health
For Mental Health Day, there's a relaunch of the "How Are You?" campaign launched by Havas four years ago.
Talking about positive thoughts and experiences is easy. All it takes today is a glance at social media, which often show a perfect personal world. The zeitgeist makes it all the more difficult to also talk about negative things - especially when it comes to psychological problems. Four years ago, Havas created a label called "Wie geht's dir?" ("How are you?") to break down precisely such barriers. A campaign was realized for the cantons of German-speaking Switzerland and the Pro Mente Sana Foundation on behalf of Health Promotion Switzerland, which was relaunched for Mental Health Day on October 10, 2018.
For the occasion, Havas puts the question "How are you?" in the public and private space. Large, eye-catching and above all motivating to start a conversation. Because talking relieves the burden and makes further help possible - both for those affected and for those around them. The various subjects of the campaign show a school, professional and private setting and thus make it clear that the stigmatization of mental health problems should have no place in any area of life.
In collaboration with the agencies Rod Kommunikation and Zeix, the Mental Health Day motto was also taken to the public. The Sotomo research center also conducted a broad-based study, the results of which show the necessity of the campaign: Overwork and stress are cited as the most common causes of problems - and silence is far too often chosen as the way to deal with them. This is precisely why "How are you?" wants to stimulate discussion about everything that has not been addressed so far, and thus strengthen the initiative for an honest and relieving exchange. Tips and information on this can be found in particular on the website wie-gehts-dir.ch. There you will find very specific and detailed tips for discussion, addresses of support services and further impulses for the promotion of mental health.
Responsible customer: Strategy team "How are you?" campaign: Freddy Businger (Head of gesundheit schwyz), Philippe Haeberli (Head of Communication Health Promotion Switzerland), Alfred Künzler (Head of Coordination Office Mental Health Network Switzerland), Denise Rudin (Head of Department Health Promotion and Prevention, Health Office Graubünden), Corina Schweighauser (Head of Program Mental Health Canton Basel-Stadt), Roger Staub (Head of Pro Mente Sana).
Co-Project Management Campaign "How are you?": Annett Niklaus (Head of Communication and Campaigns, Prevention and Health Promotion Canton of Zurich), Norina Schwendener (Campaign Office "How are you?"), Marcel Wisler (Head of Communication Pro Mente Sana). Responsible at Havas: Nathalie Diethelm (Overall Responsibility), Peter Schäfer (Strategy), Reto Schild (Chief Creative Officer), Patrick Beeli (Creative Director), Willi Oberhänsli (Art Direction), Mathias Bart, Patrick Bucher (Text), Caroline Ronzani, Alexandra Cron (Consulting), Claudia Bont (Digital and Print Production). Art Buying (Ilonka Galliard). Other responsible parties: PR: Rod Communication. Concept, design, implementation website: Zeix. Photography: Schaub Stierli. CGI: Simon Danaher c/o Analog/Digital. Post Production: Analog/Digital. 3D sculpture: Goldschnitt.
