Turning care into culture
STAN wins Silver Effie with BARMER
We are proud that purpose pays off: STAN takes home the trophy for ‘Mental First Aid” at the GWA Effie Awards 2025. Developed together with MISSION OM GmbH, Accenture Song, Starcom Germany, 27KM, 86Tales GmbH, Christian Durstewitz and CREW10 GmbH, the project creates a new cultural language for mental health, one shaped with Gen Z, not just for them.
What made the campaign stand out:
Peer-led storytelling through creators who spoke openly about stress, anxiety, and burnout — normalizing vulnerability instead of hiding it.
Targeted media placement across TikTok, Instagram, and YouTube, meeting young audiences where they actually spend their time.
Influencer collaborations that encouraged real conversations rather than polished messaging — sparking thousands of shared personal stories.
A platform-first strategy that turned campaign content into a lasting ecosystem for dialogue and support.
By combining emotional authenticity with smart targeting and participatory storytelling, “Mental First Aid” didn’t just raise awareness — it helped shift how mental health is talked about among young people in Germany.
At STAN, youth culture has always been an important topic. Talking about mental health in a generation that’s constantly online means cutting through noise, not adding to it. This project was a commitment to empathy in an age of digital oversaturation, and a reminder that creativity can be a form of care.
