| Title | Gratitude Beats Anxiety |
| Campaign | Beat Anxiety With Gratitude |
| Advertiser | Fika |
| Brand | Fika |
| Date of First Broadcast/Publication | 2019 / 10 |
| Business Sector | Other Online Services |
| Story | THURSDAY 10TH OCTOBER 2019: Graduates, Instagram stars and youth celebrities will join forces with students’ emotional fitness app Fika today for World Mental Health Day, in a movement to help university students nationwide beat anxiety. |
| Philosophy | Looking to support the two in five UK students struggling with anxiety, Instagram stars including Amelia Windsor (@AmelWindsor), Holly Gabrielle (@VeganHollyG), Jess Sharp (@JessRachelSharp), Ruby Granger (_rubygranger), Jack Edwards (@JackBenEdwards) and study channel @CoffeeMLK will come together with a message to help them cope. The @TheFikaApp #BeatAnxietywithGratitude movement will see students and influencers UK-wide posting about people and things they’re grateful for, referencing psychological research which shows time spent feeling grateful reduces anxiety. Encouraging others to participate, the Fika #GratitudeChallenge will direct online audiences to a specially-created World Mental Health Day workout in the Fika app, titled ‘Gratitude beats anxiety’. The workout explains anxiety for users, outlining how it is an integral part of our survival instincts, but one which must be managed proactively. It also cites research which shows writing down what you’re thankful for, twice a week for four weeks, can reduce anxiety for up to three months. It then asks participants to write down some of the things they are grateful for – something Fika’s Instagram stars will share on social media for their followers to see. |
| Media Type | Social Media |
| Length | |
| Chief Executive Officer (CEO) | Nick Bennett |