| Brief | When our mental health takes a hit, we turn to music. Artists share their mental health experiences, and as listeners, we experience their unique ability to put words to our feelings. Therefore, we partnered with 29 of Norway's biggest artists in a new collaboration.On World Mental Health Day, October 10th, we infiltrated Spotify, Apple Music and Tidal with an important message. By changing the cover art we found a new way to reach our audience, making a message appear inside millions of personal playlists. The message empowered listeners to open up about their mental health, in an undisturbed moment when they needed it the most.The campaign managed to create a direct line to those suffering in silence, reducing competition for attention against advertisers. We reached over 600 000 unique listeners in one week (over 10% of the population), at no media cost. |
| Story | World Mental Health Day is an annual public health campaign in Norway commissioned by The Norwegian Directorate of Health. The campaign aims every year to increase the population's knowledge, understanding, and openness about what strengthens and weakens our mental health.In 2022, in response to reports indicating that 1 in 3 Norwegians felt depressed because of the pandemic, the campaign sought to specifically reach out to those struggling with their mental health, and empower them to speak out. |