News 08.07.2021

Need to Know

Mental health care redesigned for young people, Marley One’s psychedelic mushroom tinctures and global advertising builds traction after lockdown.

Youth-led feedback redesigns mental health care

Projects Office for Child and Adolescent Mental Health Services (CAMHS)
Projects Office for Child and Adolescent Mental Health Services (CAMHS)
Projects Office for Child and Adolescent Mental Health Services (CAMHS)
Projects Office for Child and Adolescent Mental Health Services (CAMHS)

EdinburghArchitecture 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 spacerather 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.

Jinx’s direct-to-dog billboards for pet food

Jinx, US Jinx, US
Jinx, US Jinx, US

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.

Mushroom tinctures tease new health directions

Jamaica – The intersection of diet, health and mental wellbeing is blurring with the launch of functional dietary supplements brand Marley One.

Created by psychedelic wellbeing company Silo Wellness, the brand will initially offer a range of mushroom tinctures designed to support holistic health. Featuring cordyceps and reishi mushrooms, the tinctures draw on both Eastern and Western rituals to target specific wellness needs.

Using a dropper, Marley One products can be taken orally or added to food and drink, with five varieties including One Mind, One Rest and One Body, supporting health concerns such as immunity, gut health and sleep enhancement.

The fruit of a collaboration with the family of musician Bob Marley, the tinctures will be followed by a range of psychedelic mushroom gummies, capsules and cosmetics. We are building what will become the world’s first global functional and psychedelic mushroom brand, guided by our vision to help people achieve healthier, more fulfilling lives and become the best versions of themselves,’ says Douglas K. Gordon, CEO of Silo Wellness Inc.

Through this approach, Marley One is echoing the ideas we explore in Psychedelic Wellness and Total Tasteswith food and drink brands balancing flavour with function.

Marley One by Silo Wellness, Jamaica

Stat: Outdoor advertising grows after lockdowns

Nationwide Degree Show Nationwide Degree Show

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.

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