#ownthefeels
A world-first
project from heart to broken heart
Creative Director
Love Better
-
Effies
1x Silver
1x Bronze
The freshly broken-up shared their journeys in real time on TikTok. Helping others navigate the pain.
Break-ups suck. And research shows that bad ones can lead to more harmful, hurtful relationships down the line. Thing is, no one typically helps you handle it. You’re in it alone.#ownthefeels is a home for the broken hearted. Shaking the stigma and isolation of break-ups – and helping to stem the hurt they can cause. Partnering with VICE and TikTok, we found real young Kiwi in the midst of a break-up to share their journeys. Raw. Real. Honest. Letting our audience find solace as they watched others like them owning the feels in real time. The feed became an ever-evolving stream of real break-up support from those in pain, to those in pain. Designed to empower people through their own journey – and prevent a little hurt from becoming a lotta hurt.All up 500+ real break-up stories were shared, and hundreds of pieces of content created. In a country of 5.2 million people, the campaign had 36.6+ million impressions with 7.1+ million engagements.“A world-leading family harm prevention campaign…supporting young people through break-ups will make a positive impact on how they approach future relationships.”
––Minister Priyanca Radhakrishnan