July 21, 2020


Erica Perry


2020 was a particularly difficult year for mental wellbeing and online conversations. Now we know more than ever a simple "how are you?" It's a long way, but starting an open discussion about mental health isn't easy for everyone. Given the past few months, Roar and Advertising advice have teamed up to pursue opportunities aimed at making online conversations more fluid, authentic and supportive.

Seize the awkward

In particular, the two have teamed up with him JED Foundation and the American Suicide Prevention Foundation for the start of the "Seize the Awkward" campaign. The mission of the project is an important one: to shed light on the important but often unpleasant check-ins for mental health with relatives and, above all, to offer a solution to make these conversations as pleasant and normal as possible: conversation content. A key component of the push is a new sticker package that friends and family can use to check in with each other about mental health in times of crisis and uncertainty.

As part of the campaign and to celebrate World emoji day Last Friday, Holler and Ad Council presented Goldie & Mo. – A new messaging sticker pack that allows people to stay connected through more expressive, empathetic digital conversations. Goldie & Mo are best friends who are open to each other and support each other through their ups and downs, but how many of us sometimes have problems addressing mental health issues and knowing how to start an open dialogue. With uninterrupted text messages, Goldie & Mo are here to show the way and help people find the right words on messaging platforms.

Happy #worldemojiday! To see how important #emojis have become in #Conversations, we partnered with @AdCouncil and artist @nataliaseth to help people connect with #mentalhealth. Further information can be found at https://t.co/2vpPwv640T #seizetheawkward #goldieandmo pic.twitter.com/6mj2zSmr5E

– Holler (@Holler_io), July 17, 2020

“Digital communication is evolving to better express ourselves and to offer real support to someone in need. Visual content such as messaging stickers can fill the gap if words alone are not enough. Together with AdCouncil and Natalia Seth, we are happy to launch Goldie & Mo to help people start a conversation and use pictures if they are unsure which words to say. "

Brand yourself as empathetic

As part of the campaign, the organizations work with Gen Z artists and influencers Natalia Seth and creating new phone cases with a nonprofit component.

At caseable.com, Seth's designs are processed into mobile phone cases that can be bought so that people can profile themselves as available and sensitive listeners directly on their device. The proceeds from the phone cases go to the JED Foundation and the American Foundation for Suicide Prevention to directly support their ongoing work in prioritizing mental health, solidarity, and peer-to-peer support.

"With young people everywhere struggling with ongoing insecurity, it's more important than ever to check their friends' mental health," he said Heidi Arthur, Chief Campaign Development Officer at the Ad Council. We look forward to working with Holler to encourage them to do so in a dynamic way for chat messaging apps, iMessage and more. "

Extend emoji utility

A good one 92 percent The online population uses emojis daily and platforms like Google have reported a 40 percent Emoji usage increased during quarantine. Whether we are indifferent to them or not, they are here to say and undoubtedly anchored in our modern communication practices and habits.

With that in mind, Apple, Google and Facebook also released a series of updates for their own emoji lineups on World Emoji Day. Facebook relied on animation, while Google emphasized diversity. For iOS14, Apple introduced mask and headgear options to its MeMoji characters.

As a marketer, it is critical that we find ways to normalize these often difficult conversations and use our platforms to make navigation easier. Conversations are becoming increasingly digital, but that does not mean that emotions and meaning are inevitably removed from them. With such efforts, we can make progress in the online practice of empathy and improve our relationships both digitally and personally.

Subscribe to our weekly newsletter to support more than 100,000 marketing colleagues who are expanding their skills and knowledge.


Please enter your comment!
Please enter your name here