Mind wants to get people to lift their mood, not their phones. Smartphones and Social Media have been linked to diverse mental health issues in the past, whereas crafting has shown to have the exact opposite effect.
Picking up a craft can reduce depression, insomnia & stress while boosting your overall mood.
The campaign features traditional hijacked phone print ads and focuses on reaching the target audience in their Social Media timeline. A new in-app integration allows people to lay aside their phones while focussing on their craft, rewarding them by unlocking tutorials & templates.
Print - Digital
"We have 6 different Social Media accounts, yet we spend less time with human interactions than ever before, reducing our friend circle and driving us into loneliness.
The average time spend per day on the smartphone is 6 hours. Don’t be average. Crafting has shown to reduce depression.
Build a community and a new group of friends with actual similar interests instead of Kyle who has to look up your birthday on Facebook.
Take your life back into your hands"
​​​​​​​"Does this sound familiar? You check Instagram, then Facebook, then WhatsApp and repeat the cycle because of your fear of missing out. The internet won’t run away, but your mental health will.
The average time spend per day on the smartphone is 6 hours. Don’t be average. Crafting has shown to reduce stress and boost our mood.

Instead of repeatedly checking your phone and waiting for Fiona to finally respond to your text message you send half a minute ago, pick up a craft and occupy your mind with something productive.
Take your life back into your hands"
"People are glued to their phones until their eyes hurt so badly they are physically forced to look up and wonder why they have a headache and can’t fall asleep.
The average time spend per day on the smartphone is 6 hours. Don’t be average. Crafting has shown to reduce insomnia.
You will feel more full-filled at the end of the day if you finish up a piece of artwork than if you end up completing a level of Candy Crush.
Take your life back into your hands"
Mind at work
How can we assure people don’t get distracted by their phones while crafting?
With the ‘Mind at work’ in-app integration, people have to lock their phones while crafting. During this time, the only thing they can use their phone for is to look at crafting instructions.
If they succeed to not use their phone for 2 hours, they unlock a new tutorial & templates for a different craft.
Sometimes all it needs is a reminder how long you have been scrolling. This is where Mind comes in with Social Media ads breaking your Social Media streak. 
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