Open Up

Client: Beavertown Brewery and CALM

New research commissioned by Here Be Dragons and Beavertown Brewery revealed that over half (56%) of the UK have pretended to be ‘okay’ to avoid talking about their own mental health, as (60%) of us feel there is still a stigma around it in today’s society.

To tackle this, Here Be Dragons and Beavertown joined forces with suicide prevention charity Campaign Against Living Miserably (CALM) to introduce limited-edition crisps called ‘Open Up’. The new Cheddar & Jalapeño-flavoured crisps come packed with emotive questions and prompts printed on the interior of the packets, to encourage people to open up about how they're really feeling and tackle difficult issues which would otherwise have remained sealed.