THE bobby pin
The first week of May launches the annual Mental health awareness week in Canada. It also initiates the beginning of a month-long campaign for the Katie Boyle brand. Inspired by the Canadian Mental Health Association (CMHA), the campaign's intention is to promote and educate the benefits of taking care of your mind. This also marks the launch of a limited edition product and a sitewide donation of 15% of sales to the Canadian Mental health association.
DATE
May 2021
type
materials
METHOD
software
CAD concept
3D print
Lost wax casting
Metalsmithing
Photography
Rhino Jewel
Lightroom
Photoshop
Brass
Stainless steel
Business for good
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the bobby pin
In 2021, CMHA Awareness week's positioning promoted the importance of speaking how you feel and breaking down the stigma around mental health. Coinciding with the campaign's incentive, Katie Boyle’s promotion released a limited edition hair accessory, the bobby pin. The bobby pin’s conception was an ode to all the hair grown during the onset of the pandemic. The product's campaign incentive was emphasizing the benefits of expressing gratitude and giving thanks.
Quotes, art, and recommended podcasts/talks were seeded throughout the scheduled grid posted content of jewelry and pin promotion. The materials and resources distributed throughout the month were influenced by promotional material provided by the Canadian Mental Health Association, Yale’s Science of Well Being, Laurie Santos, and other advocates and professionals.
reel
10 months into the launch of Instagram reels, the platform was experiencing another major shake up with how we consume content. A 30 second reel was created using video, photo, and graphics to educate on their being and May’s intention.
