The new advertising campaign created by MediaOne, a leading advertising company, in collaboration with UnoBravo, an online psychology service and benefit company, aims to promote psychological well-being in Italy. Active until February 2024, created internally by the UnoBravo creative team and planned by MediaOne – explains a note – the campaign is planned on the entire circuit of Milan Cadorna station and consists of two phases with ironic and provocative headlines.
“We are very happy to collaborate with UnoBravo – declares Riccardo Parigi, sole director of MediaOne – Their campaign is a strong and important message, which we want to spread as much as possible. We believe that it is essential to raise people's awareness on the topic of psychological well-being and that our network of train stations is the ideal place to do this.” The new UnoBravo campaign “wants to convey two key messages with empathy – states Angela Sansone, Head of Marketing of UnoBravo – With the teasing phase we want to normalize the failure of good intentions, relieve us of the pressure on the result and push us to welcome ourselves more. Subsequently, through the branded phase, we invite you to undertake a more sustainable, long-lasting and impactful path of evolution and growth, also with the support of psychology. Good intentions are often an illusion or a distraction – he underlines – The real key to a fulfilling life it depends more on our ability to accept ourselves and our mental well-being, and not on external objectives. At UnoBravo we are confident that this stimulus can help many people take care of themselves and encourage them to start the year with a positive transformation path.”
The campaign develops in two core phases. The first, in the teaser phase, used ironic and provocative headlines to underline the fact that good intentions can often be rigid and theoretical and quickly turn into a source of frustration rather than stimulation. Among the headlines used are: 'This year is not a day'; 'And this year too I'll try again next year', or 'The CEO of failed good intentions'. The second part, in the unveiling phase, used more concrete slogans. They invite all the people they reach to put themselves at the centre, before setting tasks and creating unattainable expectations. For this reason, some of the headlines used are: 'Read more. Especially what's inside me'; 'Train more. Above all to listen to my emotions' and 'Keep the house in order. But also inside my head.'
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