Smiling Mind
BRIEF:
Smiling Mind, Australia’s leading mindfulness app, needed to increase subscriptions to their in-school program.
PROBLEM:
After COVID lockdowns, both teachers and children were increasingly stressed and anxious, and we needed to remind educators of the importance of including mindfulness in their curriculum.
IDEA:
Our audience research revealed that teachers trust other teachers, and word-of-mouth is one of the strongest drivers of the uptake of new programs in schools. We needed to target key decision-makers while showcasing the experiences of real teachers and students who had used the program.
EXECUTION:
For this campaign, we knew that first-hand experience of the impact of Smiling Mind would be the most impactful to talk to our audiences. This took us to a school in Agnes Water, Queensland, where Smiling Mind had been implemented into every class. We interviewed students and teachers, hearing their first-hand experiences of how it has changed not only their school life but their life at home.
RESULTS:
The campaign generated enquiries from 33% of all target schools throughout the campaign period via digital channels alone and boosted awareness of the program with educators, parents and students from over 300 key schools.
MY ROLE:
Production, project management, designer
Main client contact for media and creative, managing all interactions and deliverables after moving to Client Services
See the full video below
