The average person spends 47 percent of their waking hours thinking about everything but the present.
We created a wide-reaching social campaign to help bring to mind the simple practice of mindfulness. A film series featuring a prominent Instagrammer and mommy blogger launched the campaign, while 30 days of mindfulness tips on Aetna’s Tumblr and a series of influencer blog posts sustained it.
We also partnered with Spotify to create sponsored playlists to promote mindfulness; Buzzfeed on a series of listicles, like “10 gorgeous nature gifs that can help you stay mindful”; and Refinery 29 to create “texts from your brain” gifs and a series of "mindful moments" videos.
CD: Alison Gragnano, Keith Anderson Art: Katie O'Keefe Copy: Lauren Montemurro Director: Barbara Anastacio