This week, Headspace, one of the global leaders in mindfulness and meditation, launches their new festive campaign throughout London. Taking over OOH placements across major transport hubs including zone 1 & 2 tube stations and across buses, the campaign aims to acknowledge the various feelings that many will feel this Christmas, whether that’s stress, or joy, or something completely different; and help people to embrace the rollercoaster of emotions.
Whether it’s feeling pressure to pull off a picture-perfect Christmas dinner or being overwhelmed by social commitments, holiday stress in the run up to Christmas and the New Year can feel staggering for many. A poll of 2000 people has revealed that almost half of Christmas-celebrating adults ‘dread’ the festive season, with buying meaningful Christmas presents the hardest thing about the season. What’s more, 1 in 5 adults admitted that making sure everyone is happy and cooking Christmas dinner is super stressful. Putting up decorations, keeping presents hidden, and a lack of exercise also feature as concerns and anxieties.
Headspace’s campaign acknowledges the range of emotions that people may feel this festive season, and ensures that the brand continues on its mission to improve the health and happiness of the world. The app has a wealth of content to combat stress, anxiety, and any other feelings that may arise this season, be it money troubles or family anxieties. While no single product can guarantee mental health, Headspace’s goal is to make mindfulness accessible to everyone, everywhere.
Headspace recently launched new in-app content entitled ‘Happier Holidays’, a series made up of meditations, music, and exercises for finding some headspace through all the emotions that the festive season brings. In order to support people and encourage them to access this new content, the London OOH placements across the transport network will drive to a bespoke landing page (headspace.com/hohoho) where consumers can access a free meditation and collection from the sleepcast.
Louise Troen, VP International Marketing, says “This Christmas marks nearly two years since the pandemic came to the UK and whilst 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. 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. Alongside the launch of the new Happier Holidays content, Headspace is a vital tool to help people manage their feelings at this busy time.”
Headspace’s campaign of OOH adverts 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 the 29th November until the 12th December.