New Emotions
Gotcha4Life Foundation // Film, Digital, Social, Radio, Print & OOH
If we can't name it, we can't deal with it.
Modern life has created entirely new emotional experiences that our existing vocabulary can't capture. People feel tech-anxiety, scroll-fatigue, and comparison-crashes, but lack the words to describe these states. When we give people language for what they're experiencing, we empower them to recognise it, share it, and address it with the right mental fitness tools.
Being aware of our emotions is the first step in mental fitness. To help launch the Gotcha4Life Mental Fitness Gym app, we created New Emotions—a vocabulary of contemporary emotional states, each paired with specific tools to address them. From casual modern afflictions like 'drainium' to more serious experiences like 'clusterwhelm,' we give people the language to identify their feelings and practical ways to work with them.
New Emotions launched during Mental Health Month through an integrated campaign across TV, radio, OOH, print, digital and social, meeting help-seekers in their everyday moments with work they could immediately relate to.
