According to the WHO there’s been a 25% increase in anxiety and depression reported worldwide.
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Julie’s is bringing light to the importance of mental health with its #Take25 campaign by urging people to “take 25” for themselves to unwind in between their hectic days.
The campaign aspires to encourage people to take care of themselves amidst the 25% increase in anxiety and depression reported worldwide, triggered by the long-term effects of the Covid-19 pandemic.
Julie’s Biscuits Director Tzy Horng Sai explained that there are various ways for people to take care of their mental well-being and they want to get people to do so.
As the producer of the OAT 25 biscuits, one of the healthier snack options for many consumers, we would like to communicate that on top of encouraging healthy snacking, we are also looking to advocate taking scheduled breaks as part of your wellness practice.Julie’s Biscuits Director Tzy Horng Sai.
He elaborated that the campaign was inspired by the “pomodoro technique”, which is typically focused on productivity by working in 25 minutes intervals.
He said that people can also use this technique to focus on relaxation instead and would like to call upon people to #Take25 minutes to unwind in any way that allows them to destress or feel better – be it a 25-minute walk or even enjoying the soothing symphony of tearing and crunching into packs of the OAT 25 biscuits.
As we continue to adjust living in an endemic, we hope that this campaign can inspire people to find ways to prioritise their mental wellbeing.Julie’s Biscuits Director Tzy Horng Sai.
Created in collaboration with creative agency GOVT, the campaign hopes to create a movement where we can all encourage people close to us and our community to #Take25 to unwind.
The campaign will feature curated content that celebrates the unique ways people choose to unwind highlighted through three videos coupled with a mix of advertisements placed in strategic areas in Malaysia and Singapore.
GOVT Creative Partner Aaron Koh said that the campaign is aimed to remind people to take that step away from the negative aspects of the day and focus on what is important – me time!
Everyone has their own version of me time. The campaign encourages everyone to unwind in their own unique ways no matter how unconventional.GOVT Creative Partner Aaron Koh.
Check out the videos below and share your very own unique #Take25 moments on social media and be part of this mental health movement by using the hashtag #Take25.