AMAZON

FINE NOT FINE MENTAL HEALTH CAMPAIGN

Ahead of UK Mental Health Awareness Week, Amazon asked us to create a campaign aimed at their 31,000 UK&I-based employees.

The Amazon team wanted to raise awareness of their mental health resources, encourage UK people managers to complete targeted training, and signpost dedicated events and activities. 

Our concept tapped into a statistic that, when asked how they’re doing, 78% of people in the UK answer that they’re “fine”, even if they’re not. We created #FineNotFine as a punkier and more active alternative to “It’s ok, not to be ok”.

The campaign took the centre stage in digital, print, and events. Digital engagement was huge, with the campaign launch article reaching 19,465 of the 31,000 UK&I audience (+57.31% on their 2022 average). 73% watched the supporting video (the third most watched of 2023). They also saw above-average results for clicking, bookmarking and downloading the #FineNotFine events calendar and accessing linked mental health resources.

Following the success of #FineNotFine in the UK&I, phase 2 ran globally in autumn 2023, aligned with global mental health awareness day, and featuring employees promoting a range of mental health services and events.