Saatchi Wellness for Crossroads Community Services

A new Saatchi & Saatchi Wellness campaign NYC nonprofit Crossroads Community Services at St. Bart's aims to motivate people to action by promoting the wellness benefits linked to “doing good.”

Centred on research that concluded there are real physical and mental benefits to performing acts of kindness, the “Good For You” campaign features images of Crossroads community members, accompanied by the lines like: “I can help lower your blood pressure”; “I can help reduce your stress level”; and “I can help relieve your physical pain,” among others.

The campaign first launched with bus shelter ads centred on street art created by renowned illustrator Mike Perry on NYC streets. Starting in December, the “Good For You” campaign will roll out in print and digital media. The ads encourage people to text $5 donations – because, according to research, money only buys you happiness if you give it away.

The mastermind behind this effort: Kathy Delaney, Global Chief Creative Officer of Saatchi & Saatchi Wellness, who challenged the entire agency to find a social/cultural challenge that could be solved with creativity and improve people’s lives – the idea was brought to her by Scott Carlton, VP Associate Creative Director.

In a sign of support, Matt McNally, President of Publicis Health Media, leveraged his team’s publisher relationships to secure over $1.4 million in media donations for the campaign. This includes a digital spectacular placement in Times Square, on taxi and gas pump TVs, in-office advertising (e.g. Clear Channel Outdoor, Verifone and Mesmerize Marketing), as well as digital channels including video and in-text advertising, in addition to banners within key health sites (i.e. HealthGuru, Sharecare, Vibrant and WebMD).