Marty-Trezzini takes over social content for Wie geht's dir?
"How are you?" focuses on a younger target audience. Neu Creative Agency has brought Marty-Trezzini on board as its implementation partner for the project.
The new "Wie geht's dir?" campaign by the German-speaking cantons of Switzerland and the Pro Mente Foundation on behalf of Health Promotion Switzerland focuses on a younger target group - at eye level, close to the realities of their lives. The campaign concept was developed by Neu Creative Agency. Marty-Trezzini was brought in as a partner for the implementation on social media.
Marty-Trezzini developed the social content strategy on the basis of this concept. It is based on the six impulses for mental well-being: Cultivate relationships, discover new things, consider lifestyle, recognize self-worth, seek conversation, accept support. The content is designed for Instagram, TikTok and Facebook and aims to make the impulses visible, tangible and relevant to everyday life.
"Our content makes topics relating to mental health more tangible by creating more space and visibility for them," says Romina Häner, Art Director at Marty-Trezzini.
Marty-Trezzini has developed a set of social content formats that translate the six impulses of the campaign into the everyday lives of the target group. With "Wisdom To-Go", central thoughts are brought to the point in short, visually reduced posts - to pause, share or save. Things get more personal in "How I feel": real voices talk about thoughts and experiences relating to mental health. The "FaceTime" format gives the "How are you?" creators space to speak directly to the community - authentically, honestly, up close.
The "Micro-Reminder" video format places short, positive messages in public spaces or in very personal messages. Finally, the "Mood Boost" format encourages reflection and integrates small microactions into everyday life.
The content focuses on bringing the impulses to life and meeting the community at eye level. The strategy is aimed at people who are in an emotionally intense phase of life - between education, self-discovery and the pressure to perform. The content supports, normalizes and strengthens without being therapeutic.
"The campaign is intended to reach young people at a time when they need a lot of guidance. Social media is a central place for this - and in Marty-Trezzini we have found a partner who understands the language of this target group," says Andrea Braschler, Managing Director at Neu Creative Agency.
After the successful awareness-raising phase, How are you? will move on to a campaign phase in which the focus is on activation. Marty-Trezzini is responsible for the editorial implementation and ongoing management of the social media channels.
