Too many young people are struggling alone. There is an urgent need for young people to share their thoughts, feelings, and concerns about their mental health. We had to inspire more conversations.
2021 was HelloYellow’s most successful campaign yet, but this year needed to be even bigger. The campaign has built up a dedicated supporter base over the years – we had to increase its impact while maintaining familiarity for its followers.
A refreshed visual and verbal identity was needed. The charity came to us with three key challenges:
1. #HelloYellow targets schools, corporates and individuals, but over the years the creative had become more corporate looking and was starting to lose authenticity for their audiences
2. Each year, the charity gives #HelloYellow a theme. This year that was ‘Your Feelings Matter’ and the team wanted their theme to have more stand-out
3. Messaging could get stuck on the ‘sign up’ CTA and this year Young Minds wanted to use more emotive language and communicate more about their cause, work and impact.