The figures are alarming: in 2020, 15% of teenagers were struggling with generalized anxiety. In that vein,
Pèse sur pause
aspires to become the benchmark for Quebec’s 397,000 students, equipping them with the tools they need to manage their own mental health.
The worrying rise in anxiety among teenagers calls for innovative approaches. With this in mind, the Sparkling studio and the
La Clé des Champs
presented two pilot episodes of the series
Pèse sur pause
.
The Mission
1.
Create capsules to empower young people
2.
Offer accessible and understandable content for 12 to 17 year-olds
3.
Facilitate the search for financial partners for the organization
1. Design a web series pilot that serves clear objectives
Together with the customer, we clearly defined the objectives of the pilot before embarking on the creation of the capsules. We wanted to raise awareness of anxiety among teenagers aged 12 to 17, starting with the basics and giving them the right definitions. The capsules had to play down the subject while being educational and entertaining.
The series also had to be a professional and attractive tool for La Clé des champs to demonstrate its relevance in the mental health ecosystem. By producing a pilot, we obviously have in mind to produce a whole series afterwards.
2. Establish a relevant and competitive content strategy for young people
At a time when young people are overwhelmed by information and virtual interaction, it’s crucial to have an approach that’s relevant to them. Weigh on pause is a secure, fun and accessible online learning environment. We also had to have a tone that would grab the attention of our audience.
Led by humorist Sébastien Haché, the pilot breaks down anxiety and erroneous thinking into two separate vignettes, laying the foundations for educational and caring communication.
With crazy direction by Félix Charest, the pilot episodes don’t skimp on the entertaining angle, essential for capturing the teenage audience. The editing is funny, lively and colorful, just like the content teenagers like to watch on YouTube or TikTok.
3. Researched and relevant mental health content
By producing two video vignettes rather than one, we’ve taken a two-pronged approach to anxiety, introducing the subject in a different way to 12- to 17-year-olds.
The first capsule takes a general look at anxiety and how it translates into everyday life. The second capsule deals with erroneous thinking and how it can play tricks on us. Both approaches serve the same purpose: empowering young people to detect their symptoms.
4. Equip yourself with the right tools for your mission
With these two professional, funny and accessible vignettes, La Clé des champs now has the sales elements in its portfolio to solicit financial partners for the continuation of this promising project.
Director: Félix Charest
Script and animation: Sébastien Haché
Production: Anne-Catherine Rioux and David Pieropan
Photo direction: Guillaume Lemay
Editing: Félix Charest, Guillaume Lemay
Project management, Clé des champs: Marc-André Thibault
Results
Mental health among young people
