Kuala Lumpur, 25 October 2023 – Julie’s returns with its #Take25 campaign, now in its second year, focusing on promoting mental health awareness.
The campaign aims to encourage individuals to prioritize their mental well-being by taking 25-minute breaks in their daily routines.
This year, the initiative takes an unconventional approach by featuring a series of three entertaining videos starring goats, humorously referred to as G.O.A.T.s (The Greatest of All Time), who share their wisdom on mental health.
The campaign addresses the societal issue of idealized portrayals on social media and how they contribute to unrealistic standards.
Director of Julie’s Biscuits, Tzy Horng Sai, emphasises that the #Take25 campaign intends to counter the pressure surrounding mental health awareness and foster open conversations about authenticity and vulnerability.
The message conveyed is that self-care, symbolized by Julie’s Oat 25 biscuits, is a sign of strength, not weakness.
Created in collaboration with the creative agency GOVT, the campaign challenges the notion of a perfect life or person.
It highlights the idea that perfection is a myth and that embracing vulnerabilities is perfectly acceptable.
The campaign’s video series takes viewers through a day in the life of a four-legged protagonist, illustrating how he deals with everyday mental health issues such as fitting in, feelings of isolation, and toxic positivity from his fellow goats and cows.
The message emphasized is that it’s okay not to be at one’s best every minute of the day, and taking regular mental health breaks is essential for a mental reset.
The campaign aims to convey that even the most accomplished individuals, symbolized by the G.O.A.T.s, have their low moments, and this is entirely normal.
By using humor and real goats, the campaign spreads the message that mental well-being is a complex journey, and feeling less than great doesn’t necessarily indicate a mental health issue.
In a success-driven world, the #Take25 campaign strives to remind us that embracing our humanity, with all its imperfections, is a vital part of the journey towards mental well-being.
