There's a unique space to challenge the "toxic positivity" often associated with mental health. Often, we hear advice like "just go outside" or "just exercise and move your body", but we have to acknowledge that self-care looks different for everyone and can change day by day. By combining LL Bean's trusted outdoor heritage with The Busy Head Project's mental health mission, we can create a more nuanced and accepting conversation about what it means to take care of ourselves, transforming "toxic positivity" into "brave self-awareness".
Role: Creative Direction, Designer, Editor, and Copywriter
"Whether you're climbing mountains or wrapping yourself in comfort at home, taking care of your mental health looks different every day - and that's okay. LL Bean + The Busy Head Project are here for you wherever the day finds you."
This social-driven campaign aims to find consumers wherever the day finds them. The goal with the copy was to make it feel authentic and human and outside of any that you may find for typical "outdoor" brands. In this project, I was able to take a single message and revise it so that it fit within different time constraints to meet the differing usage across social media platforms.
This social-driven campaign aims to find consumers wherever the day finds them. The goal with the copy was to make it feel authentic and human and outside of any that you may find for typical "outdoor" brands. In this project, I was able to take a single message and revise it so that it fit within different time constraints to meet the differing usage across social media platforms.
I am super proud to say that this project won a silver Atlanta ADDY award and a regional gold ADDY award!