#WhatGetsYouThrough

Creative Lab was approached to openly pitch to create a mental awareness campaign in conjunction with ITV2 and their partnership with CALM. Working with the team, I put together an idea which would see TikTok native Creators leveraging the ITV2 style humour to create a bespoke content series where they championed the unorthodox things #WhatGetsYouThrough.

Working closely with the Creators I steered them to active the campaign on two levels. The first level was their initial activation where they created a piece of content which showed how they overcome their bad days with their alternative and humorous activity, each piece of content ended with the Creators asking their viewers to comment below #WhatGetsYouThrough. This led into the second activation for the Creators where they used the TikTok in app function of responding to comments to create new pieces of content which saw them trying out their fans personal suggestions of #WhatGetsYouThrough.