“Social media can have a negative effect on mental health. But together, we can change that!”

We worked with The Primal Pantry to launch a campaign to turn toxic social media on it’s head by inspiring people to share their top tips to stay safe, feel good and be stress-free, online and off.

Our mission was to:

  • Inspire Instagram users to share their #HappyLifeIngredients

  • Generate loads of visually appealing and uplifting content for The Primal Pantry

  • Raise donations for mental health charity, Mind UK.


The campaign

We produced and edited a launch video featuring Suzie, the founder of The Primal Pantry.

Participants were tasked with uploading a photo using #HappyLifeIngredients, using the caption to pass on their top tips for staying safe, balanced and happy in the hurly burly of modern digital life.

For every creative entry, we donated £3 to Mind, raising the maximum amount for the campaign of £500.

We had some fantastic, creative entries and a selection of winning entrants were awarded with boxes of yummy goodies direct from The Primal Pantry.

We produced and edited a launch video featuring the founder of The Primal Pantry, Suzie Walker, setting the challenge.

We created ads for Instagram targeting young mental health activists and influencers.

We created ads for Instagram targeting young mental health activists and influencers.

W e ran a proactive social media campaign to spread the love & amplify participant’s efforts.

We ran a proactive social media campaign to spread the love & amplify participant’s efforts.


A peak at the entries…