On the World Mental Health Day, Norway's biggest artists lent their album covers to an important message.

While we’ve made progress in opening up conversations about mental health, many people still struggle to talk about how they’re feeling, and it’s even harder to reach those who are suffering in silence.


Challenge

When we’re dealing with tough emotions, we often turn to music. Many of Norway’s top artists express their own struggles with mental health in their songs, and as listeners, we feel a unique connection as they give voice to emotions we might not have words for. The artists share openly, but the question was—how could we encourage their listeners to do the same?

Solution

On October 10th, World Mental Health Day, we tapped into a new, entirely free media space. We collaborated with 29 of Norway’s top artists, swapping out the artwork on their songs with a message encouraging listeners to share how they’re really feeling. This approach allowed us to reach people who needed it most, in an uninterrupted moment when they were more open to a message about mental health. The message appeared on Spotify, Tidal, Apple Music, and, even better - right on their phone’s home screen

Results 

One key aspect of the idea was this new media channel. We found a free, unmissable way to communicate, perfect for a nonprofit initiative like World Mental Health Day, which has very limited funding for paid media.

  • 600,000 unique listeners reached
  • 4.1 million views on social media
  • 1.8 million streams within two weeks
  • $0 spent on media
  • Spotify contributed with a dedicated playlist
  • 50% of the artists chose to keep the message in their music after the campaign

Awards

  • The campaign won 2x gold and the "Best in Show" at Gulltaggen 2023.