Oxford Mindfulness’
Do Nothing

Website • Print • Video

Creative • Copywriting • Script writing

How do you get young people to give mindfulness a go? By telling them it's the easiest thing they can possibly do… nothing!

With my partner Martin Fürst, and our clients at Oxford Mindfulness, we conducted several focus groups with young people who told us what they wanted to get out of mindfulness: help staying calm, maintaining focus and gaining a healthy sense of perspective.

The campaign had a number of different executions across an agile and strategic media approach making use of targeted YouTube pre roll videos, reaching young people by playing before videos on how to look better, become better at studying, or be more popular.

It captured attention by telling people to do things such as ‘nothing for their education' and directed them to an information hub where they could find out about what mindfulness is and what it isn't.