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2020 One Show - Social Media

Real Meals

Agency MullenLowe / US

Client Burger King
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Annual ID

OS_SM20_067M

About the Work

Now more than ever, there’s an underlying pressure to always feel happy, but 1 in 5 Americans experience mental illness every year. And with the rise of social media, the pervasive nature of those channels continue to propel the myth that we all should appear perpetually blissful and happy. But no one is happy all the time. And that’s OK. So Instead of looking at social feeds as a foe, we saw their potential in being our greatest asset. Using our voice and platform, we inserted ourselves into a conversation around mental health to help destigmatize the issue and get people talking. To give them something to talk about, we partnered with Mental Health America to create the #FeelYourWay campaign just in time for Mental Health Awareness Month to introduce Real Meals—meals designed for however you’re feeling, except happy.