Need to Know
08 : 07 : 21

Edinburgh – Architecture firm Projects Office has purposely eschewed medical cues in refreshing a space for young people receiving mental wellbeing treatment.

It is behind the welcoming update of a design-led unit for Child and Adolescent Mental Health Services (CAMHS) at Edinburgh’s Royal Hospital for Children and Young People. Intentionally avoiding conventional medical cues, Projects Office considers the unit to be a ‘healing space’ rather than a hospital. Through geometric shapes, curves and gender-neutral colours, the environment encourages play and relaxed interactions, alongside private areas for conversation.

To inform the interior, Projects Office worked directly with children, parents, clinicians and carers. ‘At a time of stretched NHS funding and increased demand for mental health services, we believe that good design is a powerful and cost-effective healing tool,’ says James Christian, architect and co-founder. ‘We also believe that asking patients, staff and parents what they really need and want from healthcare spaces leads to richer, more useful spaces.’

With growing demand for mental health services – in particular for young people – Modern Therapy responses are emerging to better meet their needs.

US – With owners keeping a careful eye on pet movements during walks, dog food brand Jinx is targeting their line of sight via mini billboards placed at animal eye level.

To mark its expansion from direct-to-consumer (DTC) sales and into bricks-and-mortar Target stores, the company is introducing small-scale advertising boards across various parks in New York and Los Angeles. Playfully named ‘barkboards’, the ads are imbued with a non-toxic scent that attracts dogs and encourages engagement from both pets and their owners.

Through this activation, Jinx provides an example of how to reach consumers in a novel and memorable way. ‘We felt like there was an untapped opportunity to connect with the dog first, to differentiate our brand ethos, in hopes that dog parents felt our authenticity,’ says Terri Rockovich, CEO and co-founder of Jinx. ‘This approach aligns with our pet-first, Millennial mindset that our customer values.’

In a similar vein, we previously identified how DTC luggage brand Away was able to promote its pet carriers directly to animals.

According to WARC Data’s Global Marketing Index (GMI), out-of-home (OOH) advertising budgets have returned to growth for the first time since the beginning of the pandemic.

The company’s GMI offers a monthly indicator of the state of the global marketing industry, including digital, mobile, TV, OOH, radio and press. An index value above 50.0 indicates growth, while below 50.0 indicates a level of decline. In June 2021, the global index for OOH budgets – focused on billboards, digital screen and travel advertising – reached 51.1, after a steady improvement since March 2021.

While OOH marketing and advertising was negatively impacted during the pandemic as a result of the public sheltering at home, WARC’s report reflects immediate growth as people return to urban centres and public spaces – and timely investment opportunities for brands.

To discover why advertising has become more agile and reactive during the pandemic, delve into our interview with disruptive agency 10 Days.