The 14th Annual Shorty Award winners are here! View the full list.

THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Headspace Breathers

Bronze Distinction in Short Form Video

Objective

In 2021, Google and Headspace Health launched 'Headspace Breathers', a video series aimed at helping families practice mindfulness and meditation during the height of the pandemic. According to YouTube search trends, "Headspace for Kids" and "Mindfulness/Meditation for Kids'' were two key terms that reached an all time high in 2020. With families transitioning into remote learning and work, Headspace Health and YouTube found an opportunity to meet people where they were by providing tips and tools to help kids and their families manage emotions, practice mindfulness and stay focused during a period of uncertainty.

Strategy

Over the past few years, we've seen a huge rise in demand for kids' mindfulness content. According to Google’s research, 4 in 5 parents are looking for wellbeing and mindfulness content to help their kids balance on and offline activities. 

Coupling Google's research and behavior trends with our mindfulness expertise, Headspace Health and YouTube created a series to address challenges in remote learning such as navigating children's emotions, balancing screen time, helping kids focus, dealing with separation from loved ones & friends and finding positivity.

The ‘Headspace Breathers’ series was produced, filmed and casted remotely. The series leverages our Kids mindfulness expert, Samantha Snowden, who leads viewers through practical and creative exercises and tips. Headspace Health’s design and animation team developed approachable and entertaining visuals so that kids were able to learn the fundamentals of mindfulness in new and engaging ways. To ensure global reach, the team launched the series on the YouTube Kids’ app - the #1 destination for kids content reaching 35 million kid viewers each week.

Results

The 'Headspace Breathers' partnership was wildly successful. The series received press from notable outlets, accumulated over 1.5 million views on Headspace Health's YouTube channel and reached families on a global scale increasing partnership exposure across the board. 

Media

Video for Headspace Breathers

Entrant Company / Organization Name

Headspace Health

Links

Entry Credits