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A mental health message appeared inside millions of personal playlists.
World Mental Health Day | The Mental Advisory Label
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The problem. Statistics Norway (SSB) has shown that 1 in 3 Norwegians felt depressed after the pandemic. In Norway, a country known for its "Jante Law", it's taboo to talk about our mental health issues, causing many to suffer in silence. This year, World Mental Health Day wanted to empower those who are not feeling well to speak up about their mental wellbeing.
The Insight. When our mental health takes a hit, we turn to music. Artists dare to share their own mental health struggles, and as listeners, we appreciate their unique ability
to put words to our feelings. So we partnered with 29 of Norway's biggest artists and their record labels in a unique collaboration never done before.
The Idea. On World Mental Health Day, October 10th, 2022, we infiltrated the world’s largest music platforms with
an important message. By changing the artist’s cover art we utilized a media channel never used before, making a message appear inside millions of personal playlists. The message empowered listeners to open up about their mental health, during an undisturbed moment when they needed it the most. We were visible in Spotify, Tidal and Apple Music, ultimately making the message appear on thousands of mobile home screens.