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Myprotein Case Study – Mental Health Awareness


The challenge

Raise awareness about how 1 in 4 people will suffer from some form of mental health issue in their life-time.

Globally you are more likely to suffer from a mental health issue than have a gym membership. 1 in 4 people will suffer from some form of mental health issue in their life-time, whether that be depression, self-esteem issues, stress and anxiety – it comes in many different guises. This means we all will encounter it, whether it is yourself personally or through a friend or partner. However despite the commonality of it and the growing amount of noise around the topic, mental health still suffers from having a stigma attached to it; it is still a bit taboo, something that people feel ashamed and embarrassed about. This means people don’t talk about it, which is an important part of ensuring mental health fitness.

Myprotein sought to fuel the health of its community, helping them become both mentally and physically fitter and healthier by providing products and information to support their audience’s lifestyle. THG Studios wanted to create a campaign that uses Myprotein’s community, reach and influence, to raise awareness of, and encourage conversation about, the importance of mental health as well as physical health.

Our approach

Make mental health fitness normal.

THG Studios worked with the Myprotein planning team to come up with a clear proposition for the campaign. The main focus was to try to change people’s attitude towards speaking about mental health and not seeing mental health challenges as a weakness. The goal was to get people to open up and talk about their mental health issues, lifting a weight of their shoulders and improving their wellbeing.

As a global brand with a community of over 10 million people, Myprotein encouraged their audience to be stronger, smash the stigmas, tear up taboos around mental health and make talking about and addressing our mental fitness normal.

In addition to championing its community by demonstrating their support, Myprotein also brought out a limited-edition shaker that led to mental health charity donations, featuring carefully researched colours that evoke positive feelings and emotions.


180 different content pieces were published across Instagram, Twitter, Facebook and YouTube, generating over 60,000 interactions. Influencer marketing was also used to further expand the campaign’s reach. The campaign ended up reaching over 40 million people in 19 territories across the globe, including the US, Europe and APAC.