#FineNotFine

In 2023 the Internal Corporate Communications Team at Amazon UK/Ireland (UK&I), launched the #FineNotFine mental health and well-being (MHW) campaign. This was Amazon’s first multi-channel MHW campaign with: digital content, events, competitions, and unmissable in-office branding. Although the primary audience was corporate employees in UK&I, in H2’23 the campaign was scaled to corporate Amazonians across Europe. A sub audience was corporate managers within the UK who had access to new online training. We reached this subset via a dedicated email series. The campaign was split into two phases with one running for four weeks from April-May, and phase two throughout October 2023. Lighter drumbeat communications continued throughout the year. The campaign was an enormous success exceeding all digital content benchmarks internally, seeing high engagement and setting baseline results for brand new tactics (like a pop-up cinema experience). Not only did the campaign reach a large corporate employee base across Europe, but we saw two impressive shifts. The first was increasing the number of UK managers that had taken mental health training from 1% up to 75% in 2023. The second was seeing an enormous improvement in how “comfortable/very comfortable” Amazonians were with disclosing mental health concerns at work. This more than doubled compared with the same question being asked before the campaign, pointing to #FineNotFine helping to remove the stigma of these difficult conversations taking place at work. We are extremely proud of #FineNotFine, the progress made to date and cultural changes we’ve set regarding this important topic.