Harvey Nichols x Age UK
AD campaign
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The Start 2023, Design Bridge and Partners
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- Art Direction
- Creative Copywriting
- Print Design, OOH
- Storyboarding
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OOH Design
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Brief
Using Harvey Nichols as an voice to tackle and shed a light on Mental Well-being within the Elderly Community.
Creative thinking:
Promoting Self-Esteem and Well-Being: Fashion can play a significant role in boosting self-esteem and well-being. By offering fashion workshops, the partnership allows elderly individuals to explore their personal style, enhance their appearance, and feel good about themselves.
Combating Social Isolation: The elderly population often faces social isolation and loneliness, which can adversely affect mental health. Fashion workshops provide a social setting where participants can interact with peers, share their experiences, and connect with others who may be facing similar challenges.
Empowering and Encouraging Expression: Fashion workshops offer a platform for self-expression, creativity, and individuality. By partnering with Harvey Nichols, participants can access a wide range of fashionable clothing, accessories, and styling advice. This empowers elderly individuals to experiment with different styles, break societal stereotypes, and express their unique personalities.
Raising Awareness and Reducing Stigma: By associating a prestigious brand like Harvey Nichols with mental health and partnering with Age UK, the initiative raises awareness about mental health issues in the elderly community. It helps break down stigma surrounding mental health, emphasising that individuals of all ages can experience mental health challenges and deserve support and care.
Collaborating with Age UK: Partnering with Age UK provides access to their expertise and resources related to mental health support for the elderly. Age UK can offer additional mental health services, counseling, and guidance to workshop participants, ensuring a holistic approach to addressing mental health needs.
Solution & Outcome:
The partnership between Age UK, Harvey Nichols, and well-known elderly fashion enthusiasts aims to tackle mental health issues in the elderly community through social campaigns and fashion workshops, promoting a sense of familiarity and relatability. By showcasing elderly fashion enthusiasts expressing themselves and feeling good through fashion, these campaigns encourage other elderly individuals to step out of their comfort zones and address their own mental health challenges.
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The “Look Good Feel Good” workshops, organised by Age UK in collaboration with Harvey Nichols, create a safe space and community for elderly participants to address their mental health issues creatively through fashion. These workshops provide an opportunity for individuals to experiment with their appearance and explore how it can positively impact their self-perception. By fostering a social setting, the workshops also encourage positive growth and interaction among participants.
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To ensure ongoing support and awareness, a mental health awareness kit is provided to the elderly individuals. This kit includes a custom mental health booklet that covers various types of mental health issues and offers guidance on combating them or seeking help. Additionally, stress balls are included to assist with stress relief. The kit also promotes further engagement by providing information on upcoming elderly social events and programs, fostering a positive community and ongoing support network.
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The outcome of these initiatives is a community where elderly individuals feel supported, empowered, and equipped with the knowledge and resources to address their mental health challenges. By combining the transformative power of fashion, social engagement, and mental health awareness, the partnership between Age UK, Harvey Nichols, and the elderly fashion enthusiasts creates a lasting impact on the mental well-being of the elderly community.