Unilever’s CLEAR launches campaign to help build resilience during COVID-19 crisis via MullenLowe Singapore
MullenLowe Singapore and Unilever’s CLEAR, a global anti-dandruff hair care brand, has launched #comebackstronger, an expert-led, content-driven digital campaign designed to help young people build resilience during the COVID-19 crisis.
#comebackstronger was announced last week, via a film created by the agency and broadcast across all major social media channels. From 1st May, a new video will go live every day for 14 days, hosted by experts and featuring interviews with special guests, discussing topics such as building your support network, establishing routines and remembering your strengths. The videos, accompanying resilience hacks and additional resources form a 14day resilience challenge, free to access and hosted on the CLEAR hair care website.
To develop the 14day resilience challenge, CLEAR worked in partnership with Dr Michael Ungar and Dr Phillip Jeffries at the Resilience Research Centre (RRC) at Dalhousie University and Silja Litvin, CEO & founder of PsycApps, Ph.D. candidate, honorary Research Associate at UCL in London & clinical psychologist.
Officially launched worldwide in 2019, CLEAR’s brand purpose is aimed at equipping young people with the support and tools they need to become more resilient in managing anxieties and self-doubt. The COVID-19 situation has exacerbated mental health and anxiety concerns worldwide.
“COVID-19 is changing how many of us live our daily lives. Work and school are disrupted, with friends and extended family being kept at a distance. We are all learning how to do things differently. Stress and worry can build up at times like this, so it is important to maintain your resilience and keep your head high. CLEAR is committed to enabling people to perform at their best, and this is why we have partnered with the Resilience Research Centre to develop a 14-day programme to power up your resilience.” says Tran Tue Tri, Global Vice President of CLEAR Hair Care at Unilever.
“We want to give people a sense of having some control over their lives at a time when we are all feeling pretty helpless. Building resilience and coming back stronger is the need of the hour and is completely in sync with CLEAR’s purpose” Subarna Prabhakar, Global Business Director, MullenLowe Singapore.
Credits
MullenLowe Team
Varsha Aggarwala – Global Account Director – Project Lead
Daniel Kee – Executive Creative Director
Andrew Ho – Creative Group Head
Aslinda Khanafi – Sr. Copywriter
Suikee Eng – Digital Designer
Jensen Cheng – Film Editor
Claire Yeo – Agency Producer
Dionne Yau – Traffic Manager
Subarna Prabhakar – Global Business Director
Production Partners
Shutterstock: Sze Jia Huang
Getty: Kaashni Soin
Neon Sound
Michelle Tsao
Big Sync
Lily Cao
Client
Tran Tue Tri – Global Brand Vice President
Jonathan McCarthy – Global Brand Director
Marina Leptich – Sr. Brand Manager – Global Engagement Lead
14 DAY RESILIENCE CHALLENGE: DIGITAL/SOCIAL & VIDEO CONTENT
Client
Tran Tue Tri – Global Brand Vice President
Jonathan McCarthy – Global Brand Director
Marina Leptich – Sr. Brand Manager – Global Engagement Lead
Kellyn Neo – Assistant Brand Manager
Mara Llanera – Sr. Brand Manager – Digital Lead
Vanessa Ho – Asst Brand manager
Creative Agency – MullenLowe Singapore
Varsha Aggarwala – Global Account Director – Project Lead
Daniel Kee – Executive Creative Director
Aslinda Khanafi – Sr. Copywriter
Matthew Yeo – Copywriter
Loh Seow Khian – Head of Art
Sergey Mastobev – Associate Creative Director
Alvin Koh – Digital Designer
Chloe Ong – Designer
Jose Siojo – Head of Digital Production
Mindy Tulsi – Head of TV Production
Dionne Yau – Traffic Manager
Subarna Prabhakar – Global Business Director
Content Partners
Dr Michael Ungar, Professor of social work at Dalhousie University & co-founder of the Resilience Research Centre
Dr Philip Jefferies, chartered psychologist, scientist & research fellow at the Resilience Research Centre in Dalhousie University.
Silja Litvin, CEO & founder of PsycApps, Ph.D. candidate, honorary Research Associate at UCL in London & clinical psychologist
Production Partners
Neon Sound
Michelle Tsao
Big Sync
Lily Cao
The Quiet Lab
Ian Ng
Ting Lee Hwee
Randall Lee
Simran Kaur
