Leave It All Behind.
Challenge
Teens face more mental health challenges and stress from academics and the media than previous generations, which limits them spending time outdoors. They are simply burnt out when their lives are just getting started.
Insight
The first step to peace of mind is out the door.
Strategist, copywriter, art director: Alice Freitag
Make sure to stay for the creative strategy at the end :)
Idea
Rekindle your sense of child-like wonder, encourage a deeper connection with nature, and enjoy stress-free outdoor experiences with REI. Be a kid - leave it all behind!
SOCIAL - Instagram post + story
OOH
Partnerships
Partner with Headspace to spread the importance of mental health and the outdoors through the REI app:
The Headspace app provides mindfulness tools for everyday life, including meditations, sleep casts, mindful movement, and focus exercises. (headspace)
By partnering with Headspace, REI would have shared knowledge and experience on how to obtain better mental health outcomes for their consumers to take part in.
Influencer sponsorship:
Jon Purcell documents his van life by showcasing the beauty of the outdoors with his friends. His video journals encapsulate a peaceful moment in time surrounded by nature.
How did we get here?
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Inspire 20% of the target audience to get outdoors with REI in the next 6 months by repositioning REI as a path to peace in the outdoors for over-worked teens.
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Serial Over-Achievers (13-16):
These are high school students who are so obsessed with all the extracurriculars and their GPAs that life is flying by without them. These anxious go-getters are living in the future instead of enjoying their high school years in the present by making memories.
The only relaxation tool they have is scrolling on social media, which tends to only compound their stress. They spend roughly 6 hours/day online.
The outdoors to them is the backdrop of their sports practice or the walk home from the bus stop. They spent more time outside as kids, but those days are long gone now that they feel so overwhelmed.
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Teens face more mental health challenges and stress from academics and the media than previous generations, which limits them spending time outdoors.
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Feel: the outdoors is a peaceful escape from the stress of everyday life
Do: get outside with REI
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The first step to peace of mind is out the door.
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Outdoor adventures offer the tranquility that burnt-out high schoolers desperately need.
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REI offers a wide range of common outdoor sports gear to meet the various preferences of teens.
REI offers various classes/events, including many free options, to support teens begin their outdoor adventures.
Spending time in nature can help relieve stress and anxiety, boost feelings of happiness and well-being. (American Heart Association)
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There is increasing focus on teenagers’ mental health, particularly on preventing and treating anxiety and depression.(Nature)
The popular phrase “go touch grass” conveys a message of taking a moment to pause and appreciate the natural world.
The popular phenomenon of Urban Escapism reflects a deep desire for the tranquility and harmony that only nature can offer.(Moller)
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Social media: Instagram posts + stories
Besides Youtube, Instagram is the most popular social media platforms among American teenagers ages 13 to 17. (Pew Research Center)
OOH: bus stop billboards
Provides repeat exposure to our ad as teens have a regular route to school; provide an immersive backdrop that brings REI’s outdoor-themed campaigns to life.
Media Budget:
60% on Social Media; 40% on OOH
Lots of research, charts, and Pinterest boards.
Plus this handy-dandy creative brief:
The Research
The key was to examine the cultural mindset of the target audience.
I.e. the memes, the slang, the tone of teens.
How are they feeling and how can we meaningfully connect with that?
Tap into the trends:
Wholesome, whimsical content with a child-like playfulness
Escapism - revisiting comforting worlds from fantasy
“Go touch grass,” but affirmative
The Strategy
The charts and formulas that helped along the way.
