Advery's "Know it?" campaign enters the next round

In a participatory youth research project of the Child and Youth Health (KJG) Canton Zug, 14- to 18-year-old young people - so-called youth researchers - investigated the question of what young people do to promote and maintain their mental health. Together with the agency Advery, which itself trains young people with mental health difficulties to become graphic designers and mediamaticians, this participatory approach was taken further at the end of last year and an awareness campaign on mental health was developed (Werbewoche.ch reported). In parallel, workshops were developed for Zug schools, where the topics are explored in greater depth with students.

Website expanded, peer chat integrated

The focus of the further development of the campaign was on expanding Know-it.ch into an information center around the topic of adolescent mental health. The eye-catching campaign illustrations and animations on the four tips of the youth researchers are still a central element. However, various other content has now been added, such as real stories from young people on the individual topics as videos and concrete help on specific challenges in text form. Also new is the option of a peer chat: this service, provided by ProJuventute, allows young people to chat directly with other young people and thus address their own problems.

Campaign for young people by young people

The campaign was deliberately developed by young people for young people. The style and the address correspond to the needs and expectations of young people. The campaign is based on the question "Do you know it?" which, together with a dramatized illustration, draws young people's attention to a typical everyday situation.

The four main subjects can be seen in various places in the canton - for example in Zug cinemas, on buses and on social media, especially on Instagram.