The "How Are You?" Campaign Makes Everyday Moments the Main Focus
The «How Are You?» campaign is entering a new phase: Neu Creative Agency is now placing the six mental health tips at the center of its communication efforts and aims to integrate them more deeply into everyday life.
The "How Are You?" Campaign Focuses on Six Everyday Ideas
Nurturing friendships, trying new things, or striking up a conversation: The six tips from the “How Are You?” campaign highlight ways to strengthen mental health in everyday life. While the first year focused on raising awareness of these tips, the emphasis is now shifting toward integrating them into daily life. The campaign aims to encourage people to put these tips into practice in their own daily lives.
Ideas Become the Main Message
Neu Creative Agency, which previously developed the campaign’s initial launch, is now continuing it in a targeted manner. Whereas humorous headlines previously conveyed the ideas, each idea now becomes the main message itself. The images convey this message in a playful way: a heart-shaped mirror stands for «Cherish Yourself,» and two mugs connected by their handles stand for «Nurture Friendships.» A dumbbell made of apples brings nutrition and exercise together to convey the message «Pay Attention to Your Lifestyle.».
Context-specific implementations complement the themes
The themes are complemented by context-specific adaptations that are tailored to the specific moment. At the gym, a DOOH ad featuring the slogan «Protein, Push, Strengthen Your Mind» reminds viewers to focus on their mental health as well as their physical fitness. The “Pause Ad” turns the commercial break into a brief break from the screen: Instead of continuing to watch, viewers are encouraged to use the time to write to someone they care about.
Wide-ranging channel presence with a link to the website
The campaign includes out-of-home, digital out-of-home, break ads, social media ads, and special initiatives. All creative elements refer to how-are-you.ch, where the six themes are explored in greater depth and supplemented with practical suggestions for everyday life.
Person in charge at the “How Are You?” campaign office: Norina Schwendener and Svenja Sutter. Responsible for the sponsorship of the campaign: Tamara Estermann, Canton of Lucerne; Muriel Langenberger, Pro Mente Sana; Michael Müller, Health Promotion Switzerland; Annett Niklaus, Canton of Zurich; Denise Rudin, Canton of Graubünden; Corina Schweighauser, Canton of Basel-Stadt. Responsible at Neu Creative Agency: Nicole Vizcardo, Maison Fitzgerald, Jonathan Stucki, Bettina Beyeler, Andrea Braschler, Nico Ammann, Simon Rehsche. Image editing: Patrik Rohner. Media agency: Mediaplus Suisse, Swiss Online Publishing.
