We are in the midst of a mental health epidemic, from social media to the political, environmental and economic uncertainty sweeping the globe, anxiety is on the rise. The term eco-anxiety was recently coined by the American Psychological Association to describe people’s sense of impending doom at the environmental crisis. While a report from the Mental Health Foundation published in March 2019 revealed that 40% of the 1,800 people surveyed felt “powerless, angry or worried” because of Brexit.

All of these external pressures have mounted up to contribute to an increasingly toxic environment, once that makes it all the more essential for people to prioritise carving out space for their own mental health and wellbeing. Placing wellbeing higher up the agenda is something that No.1 Living, the kombucha brand founded by former England Rugby star Jonny Wilkinson, has set out to do.

The brand was built on the belief that people should prioritise their own mental wellbeing. This starts with being more mindful of what they eat and drink, as diet has a profound effect on the way that minds and bodies work. To bring this message to life, Hatched worked alongside Wilkinson to create a new brand video to harness this idea.

The animation is short, easy to understand and light-hearted, without simplifying the overall message of the brand. Wilkinson narrates the brand’s purpose perfectly. The gentle campaign talks through the aspects of modern day life that can fuel overwhelm, from posting pictures online to socialising to meeting work deadlines, as we are “constantly living from the outside in”.

The No.1 Living brand conveys an important message; the need to listen to your body first rather than primarily seeking to control external factors. It seems like good advice from a brand and the presence of Wilkinson delivers authenticity and credibility to the work. The rugby superstar has spearheaded a new conversation around mental health in the sport by speaking out about his own struggles with his mental health during his playing career. He also recently partnered with Vitality on a mental health campaign which he hopes will encourage others to find the confidence to speak up and share their stories. With this campaign Hatched is forging towards a new era of more mindful marketing where consumer well-being is increasingly core to branding.