Headspace campaign encourages people to embrace their festive dread
Mindfulness app Headspace has launched a seasonal campaign to remind people to embrace all their feelings this festive season.
Whether it’s feeling pressure to pull off a perfect Christmas dinner or being overwhelmed by social commitments, stress in the run-up to Christmas and the New Year can be overwhelming – a poll of 2,000 people has revealed that almost half of Christmas-celebrating adults ‘dread’ the festive season.
A poll of 2,000 people has revealed that almost half of Christmas-celebrating adults ‘dread’ the festive season
Headspace’s campaign acknowledges the various feelings that people encounter over the Christmas period, whether that’s stress, joy or something completely different, and aims to help people navigate their emotions through new, in-app content entitled ‘Happier Holidays.’ The series is made up of meditations, music and exercises for finding some headspace through the challenges the period can bring.
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Louise Troen, vice-president of international marketing at Headspace, said: “This Christmas marks nearly two years since the pandemic came to the UK, and while uncertainty still persists, many of us are looking to this holiday season and New Year with more positivity and optimism.
“We know a number of other feelings arise during the festive season; and with travel permitted for now, we anticipate heightened emotions for everyone planning to see family and friends. Headspace wants to be at the forefront of brands encouraging people to accept and be present with these feelings, knowing the benefits that meditation can provide to help manage them.”
To get its message across, the campaign consists of out-of-home (OOH) adverts that will take over DEPs and sheets throughout the tube stations of Bond Street, Oxford Circus, Green Park, Tottenham Court Road, Leicester Square, Embankment, Shepherd’s Bush, Baker Street, Farringdon, Liverpool Street and Waterloo. The campaign will also include digital ribbon adverts throughout Zones 1-2 of the tube, and 50 locations of central London buses. The London OOH adverts will last from November 29 until December 12.
Troen said: “Through our OOH placements in some of the most central locations of London, our seasonal campaign serves as a reminder to everyone that it’s completely normal to feel a whole host of emotions throughout the holiday period.”