A hands on approach to mental hygiene.

I was tasked with solving a brief during a 24-hour period for Youth Mental Health Canada, a youth-driven non-profit organization focused on education and advocacy for youth mental health change. The brief focused on developing a creative media strategy that would engage adults in ways that would make them pay attention and act and leverage the services offered by YMHC.

Focusing on the main insight ‘You can't help others until you've helped yourself’, I worked on finding a way to break the cycle by creating an association between the familiarity of hand-washing (especially over the last two years) with a brief self-check-in on mental well-being.

The idea centered on defining mental check-ins within the toolkit of hygiene, and how accessible they can be in relation to hand-washing.

The mental hygiene strategy builds a hands-on association with YMHC, engaging adults to pay attention to well-being checkups before leveraging solutions YMHC offers to the next generation of adults. Rinse and repeat.

While I did not make it to the finalist stage, the deck was received with praise and interest from different employees at Cossette which led to it being presented twice at Cossette to over 200 employees.