AXA is promoting the importance of ‘Me Time’ and positive mental health care with a sensory campaign targeting Asia’s overworked ‘sandwich generation’.
The ‘Make Time For Me-Time’ campaign, created by Publicis Groupe Hong Kong, aims to normalize the importance of taking time off without feeling guilty and redefine healthcare to include self-care.
AXA targets Asia’s sandwich generation, who balance caring for aging parents and children with little time for themselves, according to Sabrina Cheung, director of brand and communications for AXA Asia.
“Asia traditionally has a family-oriented culture where people spend their waking hours taking care of others, so they may stop prioritizing ‘me time,'” Cheung told The Drum.
“It is particularly acute in this region where there have historically been more limited social safety nets in retirement, so there is a greater need to care for older family members. This has also been exacerbated by covid-19 when the line between work and home responsibilities have been blurred.
“Many of us are in this group too, and we understand the pressures they face. Due to their family commitments, they can often feel guilty or ashamed when they find a few minutes to dedicate to themselves, especially if it means telling someone ‘No.’
“We know that self-care is critical to well-being, and this has also been shown by AXA’s own research and experience. After the challenges of the pandemic, ‘Make time for me, time’ has never been more relevant,” he said. Cheung.
The regional campaign, which is running in Hong Kong, Japan, Thailand and the Philippines, builds on AXA’s brand strategy to promote positive mental health and well-being as part of a broader focus on holistic health.
To bring this to life as part of the campaign, AXA teamed up with artist YOSHIROTTEN and directors Zhang + Knight to create a series of eye, breathing and stretching exercises to help calm the body and mind using the science of form, color and sound.
The Art Care series features outdoor activations in high-traffic areas throughout the region to remind people to take time for themselves. The campaign also included a pop-up space in Hong Kong for World Mental Health Day and celebrity influencer engagement who shared their experiences and tips for making time for Me-Time.
The integrated campaign harnesses the sensory science behind how humans respond physically and mentally to color: soft blues help with mental fatigue, red is associated with energy and improves blood circulation, and yellows create a feeling of warmth.
Natalie Lam, Creative Director of Publicis Groupe, APAC and MEA, said: “We didn’t just want to preach AXA’s beliefs with standard one-way communication. We wanted the audience to feel better, calmer, more energized and just engaging with our campaign. , so we set out to turn every point of media contact into an act of healing through color.
“We work with color experts to identify the therapeutic power of colors: blue is calming, orange is invigorating, red is empowering.
Lam said the agency wanted to avoid the predictable fitness and wellness content that has saturated the market in recent years and create a “more interesting angle to get the message across.”
“When it comes to Art Care, the scale is large. The different exercises are not only executed in markets such as Hong Kong, the Philippines and Thailand, but also in different forms, from online to offline.
“For example, in Hong Kong, for World Mental Health Day, there is a pop-up experience dedicated to Art Care for people to escape the hustle and bustle of the city. In Thailand, the Philippines, Hong Kong, downtown From busy business districts and busy highways when people most need a break, they could find the artful care exercises on digital channels outside the home, as well as on social platforms that are known for overwhelming amounts of content. for Art Care, relaxation and time for me”.
Lam continues: “We want to encourage the sandwich generation to feel good about taking the first step in refocusing on their own well-being, with a very powerful statement, ‘Make time for me, time’ – but not to overwhelm them with something that is impossible. Therefore, the communication was a gentle approach by setting up tangible, bite-sized examples of moments of time for myself without taking away from one’s family and work needs.
“Changing someone’s mindset and starting a new routine means taking that important first step. We want that first step to be positive, encouraging and achievable,” Lam said.
Axa: Make time for my time
by Axa
.
