THE BRIEF: 

Encourage young people in New Zealand, predominantly boys aged 16-19 to talk about their feelings and establish positive relationship habits.

THE CHALLENGE: 

Their research showed that over 55% of 16-19 year old boys lacked confidence in ending relationships without causing harm. With so much toxic-masculinity flooding young feeds, the challenge was to crowd out those messages and encourage Kiwis to stop the negative relationship patterns before they start.

THE SOLUTION:

Own The Feels

Own The Feels, with VICE X Love Better and The Ministry Of Social Development, sparked a social movement encouraging young Kiwis to share their breakup experiences online and remove the stigma of dealing with a broken heart.

Together we launched social-first campaign that combined talent led video, a bespoke editorial strategy and TikTok channel with a dedicated editor/creator alongside a huge PR and digital roll-out.