Putting Kalmfulness on the Map
Beyond
Client: G.R Lanes Health
Building on the brand platform of ‘kalmfulness’ - a concept created by Beyond in 2022 - the agency aimed to showcase the prevalence of everyday mental health issues and highlight the ways people can bring kalmfulness into their lives. To create a powerful media story with wide appeal, Beyond decided to put kalmfulness on the map by: -Developing The Kalmfulness Index, a landmark study assessing the emotional well-being of 3,700 adults, to identify the UK’s most peaceful places and rank cities based on their kalmfulness -Launching the findings during National Kalmfulness Week, an awareness event created by Beyond. The data-driven media outreach included broadcast and newspaper interviews with psychologist Dr Armitage, and pharmacy trade interviews with the Kalms brand manager, to deliver campaign messaging and position kalmfulness as a daily mindful practice -Recruiting four wellness influencers - ‘kalmfulness ambassadors’ - who produced social media content to engage followers on the importance of prioritising mental well-being -Commissioning poet Georgie Jones to capture kalmfulness in a poem, which was shared on Kalms’ social media channels The campaign achieved 786 pieces of media coverage and an online video reach of 130k. With 99% of media coverage including brand/product mentions and 98% featuring expert commentary and/or wellness advice, the campaign drove brand awareness and strengthened its alignment to emotional well-being. Post-campaign, 1 in 3 women surveyed were aware of kalmfulness and product sales increased.