Ingen ser hur jag mår

“Ingen ser hur jag mår”, which translates to “No one can see how I feel”, is a campaign for LF Jönköping – and a real initiative in the fight against rising mental health issues among young people. In collaboration with the organisations Locker Room Talk and Mind, the campaign invites local sports clubs to free training sessions. A coach-training programme focused on seeing, understanding, and supporting young athletes. The goal of the campaign was to normalise seeking help and to encourage more clubs to sign up for the initiative.

– Silver at Publishingpriset 2024!

Mental health struggles are difficult to spot with the naked eye. It’s even harder in a sports environment, where exhaustion, disappointment, emotional highs and lows, tears, aggression, and insecurity are part of everyday life. The idea behind the campaign was to lend Länsförsäkringars major advertising spaces to young people who are struggling in silence. With messages from their perspective.

We developed the campaign from initial concept to final production, reaching a broad audience through cinema ads, billboards, print, display and social media. And this was only the beginning. The campaign was the first step in “Tillsammans orkar vi”, a long-term concept we created with LF Jönköping to support children’s mental well-being.