Foot Locker: Mental Health Awareness Month
Client: Foot Locker
Project: Mental Health Awareness Campaign
Role: Brand Partner & Creative Director
Deliverables: Social Content Strategy, Event Production, Community Engagement
Objective
Foot Locker sought to create a meaningful brand partnership to celebrate Mental Health Awareness Month with a focus on amplifying self-care and mental health conversations within the Black community, particularly among Black women. The goal was to align with MyBrownBox’s authentic voice and community reach to inspire, educate, and engage audiences through a holistic and culturally resonant campaign.
Strategy
In collaboration with Foot Locker, we conceptualized a multifaceted campaign that integrated digital storytelling, experiential marketing, and creative artistry. Our approach emphasized the importance of culturally relevant messaging and intimate experiences that resonate deeply with Black women. The key pillars of this campaign were:
Experiential Activation:
Live Yoga Event: Organized and hosted an in-person yoga session, providing a safe and supportive environment for Black women to practice mindfulness and self-care.
Digital Engagement:
Instagram Live Conversation: Facilitated a candid discussion about self-care and mental health, featuring experts and relatable voices that resonated with our audience.
Visual Storytelling:
Commissioned an illustrator to design custom visuals. These pieces were carefully curated to complement MyBrownBox's Instagram feed and Foot Locker’s mission to drive awareness amongst mental health & wellness.
Creative Content Direction
