Members born in 2001 and 2002
(19 & 20 year old members)
27.738 NL and 12.864 FR
– Normalize and acknowledge their feelings
– Offer ‘handles’; talking helps, dialogue with each other
Strategy & Execution
The mailing with 2 postcards was sent to all members born in 2001 and 2002.
In the accompanying letter with a call-to action to invite the members to sent the cards to a friend, colleague, fellow student or family member, telling them that you’re there for them and are thinking of them.
The mailing was part of a bigger campaign around younger people’s mental health.
An online campaign ran trough paid social media ads targeting parents where they were
informed about the signals indicating that things are not going well with their child.
The ads linked to a blogpost with information about what you can do as a parent when you notice that it’s not going great with your child.
Reason Best Practice
The envelope immediately triggers the interest of the reader thanks to the contextual message and wordplay.
The letter gives sufficient context of the campaign: the current situation, explaining the goal of the postcards and referring to different channels they can address to share their feelings.