Supporting commuters mental health in the next new normal.
As the world gradually readjusts post-pandemic, Network Rail identified a need to do more to support and help passengers’ mental health amid the return to the workplace.
Inspired by the wellbeing benefits of spending time in nature, the ‘Brighter Journeys’ campaign brought the outdoors in to the station environment, putting smiles on passengers’ faces during what has been a troublesome time for so many.
Coinciding with Mental Health Awareness week, our beautifully created ‘living’ installations featured in eight major commuter stations, each delivering a sense of calm through the ambience of nature – birdsong, colourful bursts of live flowers and delicate scent – whilst sharing uplifting poems written by James McInerney and wellbeing support services printed on ‘plant-able’ seeded collateral.
The activation was supported by OOH advertising, Metro media partnership, paid and owned social strategy and a toolkit to inspire and enable all stations to get involved (delivered by integrated agency 23 Red).
A partnership with mental health charity Chasing the Stigma, completed the Brighter Journey initiative by sign posting people to share and download the Hub of Hope app if they or someone they knew were struggling with their mental health.
Brand Interactions, across 11days, 5 major cities and 2 towns.
Sustainable seeded pamphlets distributed.
Meaningful face to face conversations bringing awareness to the cause.