YOU'VE GOT THIS!

To better engage young people with the importance of mental health care, we revamped our communication strategy, grounding it in empathy, expertise, and contemporary media habits. Humor was intentionally integrated—as a means to break taboos, reduce barriers, and foster genuine connection. In this way, mental health topics are presented through a positive, open, and inclusive narrative.

Joining the Instagram profile “Maš to!” is a new ambassador, Nejc Šmit, a popular psychotherapist and comedian. With his unique approach to sensitive topics, he has been successfully challenging mental health stigmas for years, making him the ideal face of the project.

We placed special emphasis on creating content that speaks the language of youth. With a focus on short video formats and relaxed captions, we are shaping a space where young people can see themselves, unwind, and feel that speaking about distress is entirely human. The themes we explore are field-tested through short interviews, resulting in authentic content that doesn’t just speak about youth, but with them.

The visual identity of the Instagram profile has been refreshed in line with the existing brand and enhanced with design elements that aesthetically and contextually align with the visual culture of the younger generation. With an updated color palette, modern typography, and enriched illustrations, the profile conveys a sense of freshness, authenticity, and visual consistency. In this context, humor is not merely a stylistic choice, but a strategic tool that builds trust and strengthens community.

With its new communication focus on social media, the project achieved viral reach and significant resonance. Youth engagement and reach increased by 50%, and audience feedback confirmed that humor is not a superficial tactic but a crucial factor in understanding mental health and fostering societal inclusion.