You can’t beat anxiety—so why not celebrate it?
The theme for Mental Health Awareness Week 2023 was anxiety. While other mental health brands took the doom & gloom route, I decided to do the opposite. I created a tips PDF, 3 short podcast stories about people living with anxiety, and a live talk featuring our CEO opening up about his own experiences. I then made a fake festival poster to promote this content series—those who signed up to attend Anxiety Fest would receive the content and an invitation to the live event.
The campaign was a success—after promoting Anxiety Fest on LinkedIn, 150+ people signed up and attended the live talk—many of which were qualified leads. The poster itself went semi-viral thanks to people commenting with their favourite fake band names. This allowed us to position Oliva as a progressive mental health brand compared to the tired, clinical content other companies were doing.
