Canadian Mental Health Association

The Self-Care Calendar for Festive Season Survival

Agency: The Hive


Despite what the TV commercials and mall music might say, it's certainly not the most wonderful time of the year for many Canadians. In fact, the holidays can be emotionally, financially and even physically taxing. According to research, 59% of people admitted to feeling sad during the holiday, while 55% lacked motivation or energy and 51% said they were fatigued. With the pressure to feel merry seeming to increase with each passing December day, it can be easy to feel overwhelmed and forget some of the keys to contentment and wellbeing.
Toronto agency The Hive has created a solution called "The Self-Care Calendar for Festive Season Survival." Rather than sweet treats, however, this advent-style calendar is filled with messages of encouragement and hope, with all proceeds going to the Canadian Mental Health Association. The calendar features a different message for each day leading up to Dec. 25, with doors opening to reveal instructions like "Give presence over presents," "Social media, silent night" and "Deck the halls with, ugh, whatever." The tone is playful, but there is an underlying message about the importance of not allowing yourself to be overwhelmed during a stressful time.
"The Self-Care Calendar" is available for $20 at Toronto’s Drake General Store locations. It’s also available at The Hive's office on Toronto's King Street West, where it is being promoted with billboard-style ads in the agency's windows. The agency is also presenting the calendar to clients.

This professional campaign titled 'The Self-Care Calendar for Festive Season Survival' was published in Canada in November, 2019. It was created for the brand: Canadian Mental Health Association, by ad agency: The Hive. This Integrated medium campaign is related to the Agency Self-Promo and Public Interest, NGO industries and contains 4 media assets. It was submitted over 3 years ago.


Advertising Agency: The Hive, Toronto, Canada
Chief Creative Officer: Simon Creet
Creative Director/Writer/Art Director: Meghan Kraemar
Associate Creative Director/Writer: Mitch Duesling
Illustrator: Janet Mac
Project Management: Cecilia Hui, Inessa Karlinsky
Photographer: Vicky Lam
Production Company: Westside Studios
Print Production Company: Flash Reproductions


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