PROJECT BACKGROUND

Many young adults would choose ineffective coping mechanisms when facing stress, in which self-care is often the last priority. In fact, self-care is a useful tool for releasing stress and is needed the most when facing pressure. That’s Alright is a campaign in collaboration with Urban Outfitters, a lifestyle brand. It aims to introduce self-care as an easy and effortless tool for young adults to get through stressful situations. The tagline is ‘That’s alright’, followed by different positive descriptions about self-care. The visual idea uses imperfect casual graphics to represent self-care practice based on five senses. The campaign includes an Instagram hashtag promotion with story filters, an online self-care journal generator, and an offline self-care kit.