ASK: Repair and extend an existing campaign.
The chosen campaign was Burger King’s controversial “Real Meals”.
PROCESS: I researched the backlash against BK’s Real Meals campaign and saw it misunderstood mental health and lacked “realness”. My research showed that one of the best ways to be supportive was to simply ask and listen. This informed my idea to create a safe and expressive space with additional resources. BK would also do gueriilla-style pop-up events during mental health awareness month in 3 cities with the highest suicide rates in order to bring awareness in a thoughful and legitimate way.
