Advertising Campaign / 2024
Extra Love
This campaign addresses the critical issue of rising suicide rates among Gen Zs, which are the leading cause of death in this demographic for the past 4 years.
We identified the challenge of recognizing early signs of struggling mental health, which can be subtle and difficult to detect. Reaching out to someone experiencing these signs can also be challenging as individuals who are grappling with mental health issues often isolate themselves, due to reasons like social anxiety, emotional fatigue, and work-related stress, and increasingly rely on food delivery services for convenience.
"Extra Love" intervenes by integrating into the Grab delivery app experience, aiming to brighten up users' days and encourage perseverance through tailored messages and gifts based on their order history and responses to daily quizzes. Additionally, "Extra Love" promotes sharing and social connection by encouraging users to share these personalized messages, fostering a larger community of support and awareness online.
Extra Love
This campaign addresses the critical issue of rising suicide rates among Gen Zs, which are the leading cause of death in this demographic for the past 4 years.
We identified the challenge of recognizing early signs of struggling mental health, which can be subtle and difficult to detect. Reaching out to someone experiencing these signs can also be challenging as individuals who are grappling with mental health issues often isolate themselves, due to reasons like social anxiety, emotional fatigue, and work-related stress, and increasingly rely on food delivery services for convenience.
"Extra Love" intervenes by integrating into the Grab delivery app experience, aiming to brighten up users' days and encourage perseverance through tailored messages and gifts based on their order history and responses to daily quizzes. Additionally, "Extra Love" promotes sharing and social connection by encouraging users to share these personalized messages, fostering a larger community of support and awareness online.
