Julie’s is back with their #Take25 campaign, a mental health awareness movement for the second year running, aimed at encouraging people to prioritise their mental well-being through the simple act of taking 25-minute breaks in a day. Created in collaboration with GOVT, the campaign aims to challenge the misconception of what a perfect life or person should be. It emphasises that perfection is a myth and embracing vulnerabilities is okay.
This latest campaign leverages a series of three entertaining videos featuring a day in the life of some unexpected stars – goats aka G.O.A.T.s, sharing their wisdom on mental health.
Using the power of humour, the videos which stars goats, playfully uses the acronym G.O.A.T.s which stands for “The Greatest of All Time”, to convey that: even the greatest individuals have days where they don’t feel so great or positive all the time.
Tzy Horng Sai, Director of Julie’s Biscuits, said: “The surge in idealised portrayals in society, in particular on social media, mainly highlights curated content that features life’s successes and joyful moments, has contributed to a societal perception that the curated content equates to an ideal life. Yet such portrayals are impossible standards and this paradox of impossible standards, promulgated in our everyday social media musings, is precisely why our #Take25 campaign is needed.”
“We hope to use #Take25 not only as an opportunity to break the constant pressure surrounding mental health awareness, but to spark conversations and create a space where authenticity, vulnerability, and open conversations are celebrated. #Take25 underscores the mindset that is in line with our healthy offering of Oat 25 biscuits, promoting the message that taking care of ourselves in ways that are achievable and reasonable are signs of strength, not weakness.”
The campaign takes us through a day in the life of the star of the video series, a four-hooved protagonist and how he deals with everyday issues related to mental health like trying to fit in, feeling alone, and toxic positivity from his fellow goats (and cows). The videos underline the idea that it is okay to not be at your best every minute of the day and sheds light on the importance of taking mental health breaks habitually for mental reset.
Aaron Koh, Creative Partner at GOVT, said: “We live in a very success-driven world where it is very crucial to acknowledge that even the most accomplished individuals such as the G.O.A.T.s of our generation have their low moments too, and that’s perfectly normal. For this campaign and in line with the typical Julie’s brand humour, we have decided to feature real goats instead (as the actual G.O.A.T.s would be too costly) to spread the message that mental wellbeing is a complex journey, and each person faces their own unique challenges. Feeling less than great doesn’t always signify a mental health issue; it just means you’re human.”
Practice taking a mental health reset moment today and #Take25 minutes to unwind by watching the three humorous campaign videos whilst indulging in Julie’s healthy Oat 25 range of cookies.
Complement your mental health journey breaks with healthy snacks such as the Julie’s Oat 25 range of biscuits which are made from quality Australian rolled oats. Purchase them in three types of flavours such as the Chocolate Hazelnut, Strawberry, and Ten Grains from your nearest retail stores or online at the official Julie’s Shopee and Lazada flagship store. The Oat 25 biscuits are packaged conveniently with the option that contains 12 (300g) or 8 (200g) individual mini biscuit packets, perfect for easy sharing or individual snack packing.
Join Julie’s in spreading the message of mental wellness by sharing these videos with the hashtag #Take25 and remember, everyone deserves their daily 25-minutes! To get continuous updates on Julie’s latest promotions, contests, and activities, visit their website or follow us on Facebook and Instagram.