All Right: Habits Campaign
Campaign Design
Art Direction
Illustration
Completed while at McCarthy
Photography by Lightworkx
Strategy by Make
All Right? — an initiative led by the Mental Health Foundation of New Zealand — launched in February 2013 to support Cantabrians to improve their mental health and wellbeing as the region recovers from the earthquakes and related stressors. We were asked to developed a campaign that encouraged the public to sort their habits and make them stick. Our research showed that it takes roughly 21 days to make or break a habit, and created a tool that utilizes this in the form of a daily tracker. The campaign was backed up by billboards, posters and a South Island wide social campaign, which we created scenes all made from wood and individual painted elements mimicking the sticks themselves. The uptake was oustanding with over 20,000 Habit Sticks ordered and used in a four week period helping Cantabrians young and old achieve their goals.
Best Design Awards 2017: Gold / Public Good.
