YoungMinds

A story of little (yellow) acts of kindness

Brief

Develop and execute a big creative idea for Young Minds’ flagship fundraising event, #HelloYellow.

Challenge

Find a new way to tell a familiar story. #HelloYellow had been a phenomenal success with schools, corporates and individuals for several years, but take-up was flattening. We had to push the copy and design into new territory without losing the event’s well-loved character. And we had to be mindful that a lot of young people had had a pretty bruising year.

Solution

A little yellow goes a long way. We celebrated the little things people can do to make a difference for young people’s mental health – starting with wearing a little yellow on world mental health day.

The idea was broad enough to inspire multiple creative executions across all audiences, and it inspired numerous engagements on social media. Visually, we combined big strong headlines with a textured orange to complement the primary yellow, adding freshness.

We also developed a series of personas, like the ‘face paint fanatic’ and ‘workplace wonder’, illustrating the many ways a little yellow could make a big difference.

Result

A fantastic suite of materials, from classroom materials to posters for corporates to social cards across Instagram, Facebook and Twitter. At the time of writing, we’re excitedly watching the build-up to the big day on October 8^th. We wish Young Minds all the success in the world – watch this space for results in the coming weeks.