Mental-health app Finch has released an out-of-home campaign, promoting self-care in midtown Manhattan billboards outside the Lincoln Tunnel and in the heart of Times Square.
The app’s 1.8M users nurture a personalized digital “birb” (what users call their bird) as they build small, achievable self-care habits. Finch suggests users team up with “goal buddies” and make self-care a shared experience versus a solitary one.
The new OOH work, created in-house, has various taglines, including:
advertisement
advertisement
The campaign also has social and digital components that promote self-care as part of a daily routine.
Katie
Shill, vice president, marketing, Finch, told Out to Launch: said: “Historically, mental-health apps have been about streaks and perfection, but in a world where wellness has become
overwhelming, we believe self-care should be simple, shame-free and part of daily life. Our first out-of-home campaign during mental-health awareness month shows that self-care belongs in everyday
chaos and reminds us that even something as simple as taking a deep breath in traffic counts as a self-care win.”