University Project
Branding
Creative Advertising
Illustration
Photography
Art Direction
Copywriting
Experiential Design
Problem: Understanding your own mental health and others is vitally important and potentially even lifesaving, with 75% of suicides in the UK being male (HeadsupGuys, 2023) and men’s mental health still being stigmatised. More needs to be done to create awareness and a culture of caring in male spaces to try to reduce these stats.
Insight: With mountain bike participants being 75- 85% male (Spotswood, Hurcombe, and Marsh. 2023), there is a lack of conversation surrounding men’s mental health within mountain biking, unlike with more mainstream sports like football. So why not make mountain biking catch up?
Solution: An interactive campaign about men’s mental health targeted at mountain bikers in spaces they feel comfortable: bike parks. Promoting conversation, community and being there for your mate.
After the third Drop In point on the trail being the physical embodiment of how scary it can be to simply ask for help or even ask how someone is doing. They meet 'the session' providing a chilled-out space to get the mental health conversation going. Resources are available, and support is available for yourself or a mate.
The Drop In Jersey which can be taken home worn again and again raising awareness, starting conversations on the trails.
Using social media allows the community formed at The Drop In to continue. Shares their experience and encourage more people to come to the next Drop In.
