In the last two years the pandemic has diminished young adults spirits. HSE research from 2021 shows that 90% of young people cover up their mental health when asked how they are feeling. It also states that 67% of adults don’t seek treatment. Open up with walkers is a PR and social media led campaign that encourages young adults to open up and talk about their mental health with friends. According to the HSE website talking to someone helps a person to look at things in a different way and to find solutions. Talking things out can help lessen worry and reassure that there is a better or different way forward.
Open up with walkers campaign takes a positive and witty approach as research from the University of Colorado has suggested customers will think more positively and better remember a brand that uses humour in their advertising. The Open up with walkers campaign produces a new set of crisp packaging designs that use interesting typography and witty copy lines in hope to resonate with the viewer and catch their attention.
The crisp packet designs aim to act as a prompt to talk about mental health. The customer opens up the bag of crisps out flat and shares them with a friend, whilst enjoying these crisps the consumer should see a small prompt on the inside of the crisp packet that encourages them to talk about what is on their mind. This inside packaging design also directs the consumers to the walkers Instagram where everyday tips and resources for improving mental health can be found.
Open up with walkers uses posters and animations to advertise the campaign in fast pacing environments such as train stations, bus stops, places of travel and shopping centres. Whilst also employing Instagram ads, posts and stories to convey the message of its fine to not be fine.