Headspace Shines a Spotlight on the Mindful Moments That Got Us through the Pandemic

On the 14th of September, Headspace launches its latest international campaign Find Some Headspace, documenting the highs and lows of the last year whilst showcasing just how important it is to be in the right headspace. The campaign film reveals snippets of people’s personal lives over the past year with the voicing of real letters written into Headspace, to explain the joy that the app has given them in recent troubled times. 

Find Some Headspace hints to the optimism and hope that many across the globe have been feeling, as the world begins to adapt to a new normality - and there has been a growing sense of positivity in the air. A survey in June 2021 by YouGov revealed that fewer teenagers say that their mental health is ‘poor’, compared to YouGov’s last survey in March 2021. Pessimism is becoming less common when the study previously asked teenagers about the future for people their age, 65% said that it would be ‘a lot’ or ‘a little’ worse. This has fallen to 57% of teenagers questioned in the latest survey. 

Whilst some are looking to the future with a sense of positivity, others may not feel so comfortable. Headspace, one of the first mindfulness apps and a global leader in the meditation sphere, is scientifically proven to have favourable outcomes of interventions including reduced stress and improved focus. What’s more, in another study, 10 days of Headspace has been shown to increase happiness, and resulted in a 32% decrease in stress. With the Find Some Headspace campaign, the meditation app shows its true impact on everyday lives, and how it can be a true source of solace for those in need. 

The campaign references common scepticisms that people may face when thinking about how or why meditation could really help them. The voiceovers include references to the short space of time in which someone might meditate, or the lack of knowledge as to how meditation can provide comfort. However, the campaign highlights how even those who formerly might have been unsure, have found ‘joy’ through the app, or the ability to be kinder to themselves. 

To celebrate the launch, Headspace has partnered with a number of poets across different sectors, from up-and-coming poets to well-renowned spoken word artists. The partnership will see the poets exploring the topics of mental health and mindfulness through their own Find Some Headspace poems, confronting their innermost thoughts and feelings, and sharing how Headspace and mindfulness has helped them in their own individual ways.

With access to over 1,200 hours of mindful living techniques and exercises to meditate, focus, move and sleep, Headspace has a wealth of content for any age and person. While no single product can guarantee mental health, Headspace’s goal is to make mindfulness accessible to everyone, everywhere, and ultimately, improve the health and happiness of the world. With the future still uncertain across the globe, ‘Find Some Headspace’ is a campaign to unite all. 

Louise Troen, VP international marketing, says: “With the launch of Headspace’s new campaign, Find Some Headspace, we want to show the genuine impact of how our app can have a true impact on everyone, even those who might have originally been adverse to the idea of meditation. Aiming to inspire, but also to comfort, Find Some Headspace encourages us all to dispel our fears, put ourselves first, and find our own sense of headspace.”

Caroline Pay, chief creative officer, comments: “We worked with the incredible directing duo Hoffman/Metoyer, represented by MJZ, and their hand-picked team at Whitehouse. Using existing footage from their archives, we constructed the film and then overlaid our visual system to bring the joy and colour so associated with Headspace.”

The campaign will be rolled out across YouTube TrueView and BVOD with SkyAdsmart. Additional creative will also run in high-visibility OOH placements at major rail hubs in London and across digital channels.