Campaign Development, Key Messaging, Copywriting
Project type: Pitch
Agency: McCann Enterprise
Creative: Dave Carr (Concept, Copy), Aldie Pretorius (Concept, Art)
Alongside art director, Aldie Pretorius, I led creative development of McCann’s pitch for the Bupa B2B account,
focusing on the issue of mental health in the workplace.
Print executions (click to enlarge)
Bupa's presence at conferences and exhibitions would be a significant departure from its typical offerings. The key message would be used for seating, while thought leaders and mental health specialists would speak with guests in the calming, ergonomically-friendly surrounds.
The creation of a bold direct mail campaign highlighted the critical business case for addressing mental wellbeing in the workplace.
A key message for business is the need to think bigger about mental and physical wellbeing; that it’s ‘more than just the fruit bowl'. To that end, we created a mental health 'five-a-day challenge', promoted through fruit-shaped stress balls given away outside Tube stations and offices.