D&AD Brief Festival - Early 2025,
Extra: Chew You Good Campaign.
“Thinking About Others”

In response to the rising mental health challenges among Gen Z, I created Thinking About Others, a campaign to spark genuine conversations about mental health. With 65% of Gen Z facing mental health struggles, I aimed to make checking in on someone feel empowering, not intimidating.

I developed a campaign to help Gen Z's mental health challenges, using Extra Gum as a way to check in with others in a world where we are glued to our phones. With 65% of Gen Z struggling with mental health, our idea used playful Extra Stamps on gum wrappers to encourage vulnerable, supportive conversations.

PROTOTYPE STAMPS

Highlights

BRANDING CONCEPT & IDEATION

CONCEPT FOR A BILLBOARD

CONCEPT MATERIAL & COMPONENTS

Reflection

This project was a true test of my resilience and determination. Taking it on solo meant I had to push through moments of doubt and frustration especially when things didn’t go as planned. There were times when giving up seemed easier, but I chose to persevere knowing the impact the campaign could have. It taught me the importance of self-reliance and the value of staying committed to my vision even when faced with challenges. This experience strengthened my problem solving skills and reinforced my ability to push through adversity.