When ‘fine’ might not really mean ‘fine’ and what Amazon asked us to do about it….
Amazon
Fine Not Fine
THE CHALLENGE
For UK Mental Health Awareness Week, Amazon wanted its people managers to know where they could go for mental health resources.
THE APPROACH
We created the #FineNotFine campaign, a punkier and more active take on ‘It’s OK not be be OK’.
THE SOLUTION
When asked how they’re doing, 78% of people answer they’re ‘fine’ even when they’re not. By using this insight we created a multi-platform campaign across digital, social and a programme of events to help people managers discover the wealth of mental health resources available to them.
THE RESULTS
PRWeek 2024 Awards Highly Commended Campaign
73% of the target audience reached
#FineNotFine campaign went global
