The brief asked to identify a culturally relevant moment throughout the annual calendar and create a WithU campaign storytelling piece that the brand could naturally play into. The goal was to concept a campaign filled with emotive storytelling that would incentivise people to download the app, demonstrating copy execution across all comms touch-points; CRM, Social, In App, Website & OOH media campaigns.

I chose Mental Health Awareness Week.The creative idea centres on offering a more thoughtful alternative to the noise of traditional fitness marketing by cutting through with empathy rather than aspiration, and reframing exercise not as a performance goal, but as a genuine tool for emotional wellbeing.