Four Nine's New Year's Revolution

Client: Four Nine

2020 was a tough year for many people. Knowing this, women's interests media brand Four Nine conducted research to find out about the state of Brits' mental health, how they were feeling about the new year and January in particular, which is often besieged by 'new year, new you' messages from advertisers.

Amongst our findings, we uncovered that 48% of women had experienced worsened mental health since the start of the pandemic. Meanwhile, 32% of women felt pressure from brands to change themselves in the new year, whilst 70% of people felt women are targeted more often with 'new year, new you' and weight loss adverts. Armed with this knowledge, we wanted to pre-empt the pressure that people feel in January to self-improve via unrealistic new year's resolutions, and instead encourage people to focus on their mental health. Launching a campaign for a New Year's Revolution on 1 January, we encouraged Four Nine’s audience, and everyone beyond it, to join our #ResolutionRebellion, to practice self-love and self-care, helping people to see that they are enough just as they are. Through video and editorial content, a dedicated site hub, partnerships with influencers who advocate for self-love and body positivity, a digital downloadable support kit, wellness gift boxes, and empowering bespoke illustrations, we reached over 4.6 million people with our campaign, generated over 305K engagements, and received thousands of comments that expressed gratitude for the movement with one woman suffering from body dysmorphia commenting: "I really needed to see this today".