JanSport pronounces new marketing campaign for Psychological Well being Consciousness month
JanSport Launches Lighten The Load Campaign During Mental Health Awareness Month
JanSport, a backpack company, has announced the launch of its #LightenTheLoad campaign, with the mission of connecting Generation Z with resources designed to help them address potential mental health challenges. Only half of the generation Z population feels they are doing enough to cope with their stress, and three in ten young people report being anxious or nervous almost every day.
Mental health does not have to be a taboo subject. To kick off Mental Health Awareness Month, JanSport is creating a forum to address these issues so that young people know they are not alone in their struggles.
With the Covid-19 pandemic, Gen Z appears to be facing unprecedented challenges, and uncertainty can have a negative impact on mental health. The unknown of their future, from securing jobs after virtual degrees to not knowing whether their chosen college will be open in the fall, adds to the already prevailing stress and anxiety that they feel in their daily lives.
JanSport works with mental health experts to host Instagram Life Sessions where young people can have an open discussion about mental health problems that directly affect Gen Z. Experts include Nedra Tawwab (@nedratawwab), a licensed therapist, sought-after relationship expert and founder of group therapy practice, Kaleidoscope Counseling, Matthew Dempsey (@mjdempseypsych), a licensed professional clinical advisor (LPCC) who specializes in sexuality, culture, self-confidence and specializes in everything in between, and Whitney Goodman (@sitwithwhit), a licensed marriage and family therapist who strives to make mental health information understandable and accessible.
Sessions start in May and continue throughout the summer with the following topics:
May 6, 2020 – Isolation: Not only is this a problem in difficult times like COVID-19, it can also affect the daily life of Gen Z. During this session, Whitney will examine how to deal with loneliness and the feeling of being excluded in today's world and in the age of social media.
May 13, 2020 – Compassion Fatigue: There is currently a lot going on between presidential elections, climate change and a global pandemic, which can be difficult to deal with. In this session, Matthew will help you figure out how to stay informed and involved without feeling overwhelmed.
May 20, 2020 – Uncertainty: Nobody can tell the future, but together we can look for ways to deal with uncertainty. In this session, Whitney will discuss how to mentally prepare for the unknown.
May 27, 2020 – Family: While families can be a great support system, they can also be a cause of stress. Watch Nedra discuss what to do to stop arguing with the family over the kitchen table.
"JanSport has been a trusted brand for young people for decades and we know that our consumers are going through unprecedented and uncertain times," said Monica Rigali, Senior Director Marketing at JanSport.
“Our Instagram live conversations are just the starting point. The purpose of the Lighten The Load campaign is to talk about mental health and show Gen Z that we understand the fear, isolation and stress they feel and we are here to help. "
JanSport worked with Los Angeles-based creative agency Haymaker to ensure that #LightenTheLoad has the right tone and authenticity to resonate with Gen Z. The brand also works with Ruby Pseudo, an agency run by former companies Nike Jenny Owen, Manager for Consumer Insights & Ideation, examines different perspectives and experiences with mental health, stress and other difficult emotions with which Gen Z is confronted. This special video series will highlight topics that a diverse mix of young people are working on, hoping to help normalize and destigmatize them.