Suitcase Magazine - Creative strategy

Creative Strategy

Alice Farr

MAKE UP WITH YOUR MIND Campaign Led Insert

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CONTENTS

P. 3

The Brand

P. 4

The Concept

P. 5

Rationale

P. 6

Objectives

P. 7- 8

Target Audience

P. 9 - 12

Market Analysis

P. 13 - 18

Competitors

P. 19 -23

Logistics

P.24

Timeline

P.25

Budget

P.26

Long term vision

P.27-28

References

Fig.1

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THE BRAND

S

erena Guen founded the first of its kind, multi-media travel and fashion publication named Suitcase Magazine In 2012. Suitcase Magazine is released quarterly and distributed in the most creative cities of 30 countries with the majority of circulation being in the UK. The publication was created with the aim to diminish all the underwhelming tourist clichĂŠs and to change the way we travel, to immerse and connect us to a variety of cultures around the world with timeless content.

Supporting its popularity, Suitcase Magazines Media Kit (2016) reveals that during 2015 there was a 42% increase in sales with circulation of 63,000 and a readership of 184,000. Suitcase hold and obtain a continual relationship with their readers, with constant updates through online methods, their website, social media, applications and weekly updates of their newsletter - as well as creating a series of pop

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up shops and events, collaborating with the likes of Vinaya, Viber and Juice Box. Suitcase Magazine holds high artistic value and amongst their knowledge of travel and fashion they also reflect subjects regarding cultural, social and environmental aspects, giving readers a variety of content.

THE CONCEPT

Fig.2

M

ake up with your mind, is a campaign led project by Suitcase Magazine. The campaign aims to change the existing stigma of mental health. Whilst helping to normalise a condition so many of the population carry and mainly encourage people to ‘make up with their minds’. In order to create, sustain and elevate ‘Make up with your mind,’ the outputs put in place are a publication insert, promotional film, an event alongside this social media will carry through the campaign and the interactive hash tag- #Makeupwithyourmind.

- Suitcase’s 2016 June Issue ‘The Good Life’ will be a special edition volume -The special edition will include Suitcase’s first ever-inserted publication named Case Study#1 - Anxiety Issue -The insert will explore anxiety and give it a voice through areas: Mindfulness Travel Well-being -Case Study #1 - Anxiety Issue will include a range of: Interviews Articles Creative writing Photography -Visually connecting with the readers and in turn reflect anxiety in a different way to the clinical norm

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RATIONALE

A

nxiety is a growing example of mental health effecting a wide spectrum of ages. According to, The British Charity, Youth Net ‘a third of young women and one in ten men suffer from panic attacks’ Dove (2015).

HOLISTIC APPROACH Not only is anxiety affecting adults, it is increasingly affecting younger minds the Nuffield Foundation (2012) have stated that the proportion of 15/16 year olds that have reported that they frequently feel anxious has doubled in the last 30 years. In terms of adults, according to a study by Anxiety UK (2014) 13% of the adult population will develop a specific form of anxiety at some point in their life.

PRIMARY RESEARCH During a primary research survey, 84% of 32 participants had experienced a form of anxiety in their lifetime. These statistics highlight the increase and normality of anxiety, showing that anyone of any age can experience it in different forms. However, despite how common anxiety is, there is still a lack of positivity and understanding surrounding it.

CLINICAL STIGMA The majority of the information available regarding anxiety is clinical and NHS driven, which is great for diagnoses and support. However, this alone gives anxiety an abnormal, clinical stigma. Therefore, with increased anxiety in adults and teenagers there is a necessary demand for a new, re-branded message.

Someone other than the NHS and charities needs to stand up and make a change, this is where Suitcase Magazine comes in.

Fig.3

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Fig.4

With an increase in anxiety and stress, many people are taking more holistic approaches to health using: - Mindfulness - Well-being - Escapism These have all become key trend led topics on travel/lifestyle blogs and brands as well as featured numerously in Suitcase Magazine.

Supporting this trend, Mintel’s (2015) Complementary and Alternative Medicine UK report states that, ‘Consumers register a relatively high level of interest in using CAM to treat psychological and mental health conditions, such as stress, depression and anxiety,’ instead of traditional clinical methods.

Supporting the link of anxiety and mindfulness, is Be Mindful (2015) which is an online mindfulness course offered by the Mental Health Foundation, during 2013, 273 people that completed the course, had a 58% reduction in anxiety levels.

Though these trends are spoken about regularly the core reason as to why they are so popular is still hidden. Using these trends to explore and expose anxiety, gives mental health the fresh voice it deserves.

Fig.5

OBJECTIVES

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he initial objectives of this campaign led, special issue, is to promote the topic of anxiety whilst reflecting it in a more positive light. Suitcase hope to work towards changing the engraved stigma surrounding anxiety for those with it and for those who do not understand it. However other objectives of this project revolve around the success and promotion of Suitcase Magazine itself.

1. Work towards changing the perception and stigma of anxiety 2. Give individuals with anxiety a voice 3. Explore anxiety through trends and a natural mindful way to get away from a clinical view 4. Show another side and element of Suitcase Magazine 5. Suitcase feature more in depth stories regarding the environment and people though are not recognised for this. The campaign will promote that element of the publication which could lead to further opportunities 6. Increase and expand Suitcase Magazines readership

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TARGET AUDIENCE

Fig.6

Suitcase readers and subscribers Suitcase readers and subscribers have a global mindset.

They are intuitive, eclectic and adventurous a generation of creative explorers and entrepreneurs. They hold beliefs on making the most out of life by really living through their senses, by thinking, feeling and understanding the world around them.

These individuals are spiritual though not always in a religious form. They have a wired brain and are well educated with an appreciation for creativity, a hunger to go far in their careers and across the globe.

With a medium-high disposable income to spend on themselves, they love to mix their style with designer and Casual Street wear brands while always supporting up and coming designers and online retailers. Though Suitcase readers love brands, fashion and cosmetics they are always incredibly mindful when it comes to their consumer habits, never purchasing throwaway, cheap fashion.

Suitcase readers are best described as Generation XX, Female movers and shakers of the urban landscape today which of course would be happy to live out of a suitcase.

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There are two main groups of Suitcase Magazine readers who slightly differ through their preferred mediums of the publication, favouring either print or online access points.

Print Audience -24-39 years old -Focus on females -64% female audience -31% Male audience

Online Audience -18-34 years old -Focus on females -70% Female audience -30% Male audience

TARGET AUDIENCE

Fig.7

Fig.8

The secret beholder The ‘Secret Beholders’ are described as females aged 21 moving on to 22. These women are aware and focused individuals with a mind, which is programmed to scan and analyse everything they see, hear and do deeply, without any onlooker noticing.

They are on a mission to seek fulfilment and desired contentment and with this, driven to one day create something great. The secret beholders are yearning and working towards being more spontaneous everyday and to visit places on a whim.

They come from a range of cultural backgrounds and allow this to influence their attitudes and beliefs. They’re middle class students who are unsettled and move regularly. They’re well educated in areas of fashion, business and communication. In terms of style, they wear casual, minimalistic street wear.

Though the Secret Beholders are healthy, their mind has the injury of anxiety; they feel as though anxiety is something no one can understand unless they have had it.

They see anxiety as a part of them that no-one else would ever think they had due to their selective mutism and concern of being judged.

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MARKET ANALYSIS

PESTEL Analysis Political

Economic

Social

Technological

Environment

Legal

- Government is slowly working towards changing the stigma in the work place, community and NHS. However are these the right people to change opinions?

-The wider costs of mental illness in England have Been estimated at £105.2 billion each year. This includes direct costs of services, Lost productivity at work and reduced quality of life. The department of Mental Health (2010)

- Ethical and social responsibility has to be considered when creating a campaign that heavily effects people as it comes with high social expectations.

-To be a Successful campaign, technology used amongst the current target audience is assessed to see how to reach out to new target audiences.

-The Process of the campaign, event and publication will need to be ethical and consider the environment and the impact production has.

-Private billremoves laws that institutionally discriminate against people who have had serious mental health problems.

Jowit (2012)

-Prime Minister meets with CEOs of top UK companies to agree new workplace standards on Mental Health.

Gov.uk (2016) -Politics Home (2015) Mind charity have connected with the government and stated ‘we want to see a national strategy on wellbeing which would raise the status of maintaining good mental health, from better teaching in schools to dealing with agerelated issues.’

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-11% of the NHS budget is spent on treating Mental Health.

Jowit (2012) The estimation of annual cost of Anxiety is at £8.9 billion. The department of mental health (2010) Creating the insert and campaign for Suitcase Magazine will cost more economically though could lead to wider audience and further readership and opportunities.

-Anxiety is a widely experienced issue, which comes in many forms; not expressing all of these can cause confusion and distress to individuals.

-Conflicting consumer opinions and attitudes.

-If everyone has the ability to experience Anxiety, using the age range of 21-40 to suit the brand Suitcase it leaves a lot of the population out.

-Information is accessed quickly over technology, supporting importance of website, social media and online promotion.

-Suitcase cover, website, social media and applications as well as print and events. Allowing campaign to spread over the different mediums and have an impact.

-Website and social media during the campaign will need monitoring and regular updates with interactive.

-It would be Favourable to include a variety of cultures in the content of insert.

To highlight the impact of environmental factors on Anxiety.

-Mental health became part of the Equality Act 2010 listing it as a disability (Gov.uk 2015) This highlights the lack of understanding of Mental Health to others and the negative clinical stigma which it is attached with.

MARKET ANALYSIS

SWOT Analysis

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MARKET RESEARCH

Primary research findings

A

survey was conducted by 34 participants aged between 15-40, 75% were 15-21 year olds.

Participants were asked about their views on anxiety and their experiences and generated these responses.

-84% of participants had experienced anxiety -80% believes there is a lack of positive conversation regarding anxiety in the media -87% Think anxiety can be helped by mindfulness, yoga, exercise and overall well-being

Fig.9

When asked : Why people travel?

-Culture -Experience -Feel connected -Break -Relax -Explore -New perspective -Happy place -Escape demands of modern world -Weather -Satisfaction

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Fig.10

What makes you anxious about travelling?

-Illness -Flying -Risk of life -Away from loved ones -The unknown -Transport -Strange environment -Danger

MARKET RESEARCH

Interview research An interview took place with Sue Wilson, a Consultant Psychotherapist & Hypnotherapist at Bedford Health.

Sue specialises in anxiety, phobias and panic attacks and has for 11 years. Sue Wilson engaged in an interview Providing primary research and information on anxiety.

KEY FINDINGS:

Do you think there is a negative stigma attached to anxiety?

Yes, because if you have never experienced it you're unlikely to understand it and what we don't understand, we fear. People with anxiety often feel they've done something wrong or are lacking in some way...We’d never say that about ourselves if we had a physical illness.

Why do you think there is a lack of conversation about anxiety in the media and why when there is conversation is it clinical?

Anxiety isn’t a "sexy" subject; it doesn't make good TV or press. Also, it comes in many forms and for many reasons so treatment on a "one size fits all" basis only touches the edges. In those instances it is tempting to lean on the medical model of treatment.

Anxiety holds a negative clinical stigma

Anxiety is now affecting a wider range of people

Have you noticed an increase in patients with anxiety since you started your profession?

It has remained steady but I have seen a change in the type of patient I see...More children and young adults and more men.

Anxiety is ignored because it is not ‘sexy’

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COMPETITORS

Fig.11

Fig.12

Fig.13

Fig.14

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COMPETITORS

+ Aspect

Aspect

B

oth publication and campaign have been analysed to give insightful information on both areas of Suitcase’s ‘Make up with your mind’ campaign project. The analysis highlights the position of the campaign and insert in the market place whilst emphasising what makes the project unique compared to what is already available.

Publication competitors Majestic Disorder

Cereal Magazine

•Travel and style publication + •Launched in 2012 + •Bi-annual •Readership: Female 57% 53% Male and 23-35 age range + •Sells at £12.00 •Online film and music play-list + •Sleek minimalistic aesthetic and photography + •Expansion in to a lifestyle brand-selling branded note pads, coffee, travel totes and guidebooks + •Have included inserts + •Sold in independent shops, Boutique hotels, bookstores,Waterstones and Anthropology + •Have had pop ups and launches +

•Arts and culture print publication + •Launched in 2014 •3 publications per year •Readership: Female 59 Male 39 and 22-40 age range + •3k Readership circulation •Sells at £7.99 + •Editorial and multi media content + •Thought provoking journalism + Variety of: art, film, travel, fashion, public affairs and stories with creative artisans + •Stocked in four continents, in growing number of retailers and available online + •Strong ethos: Campaigning for no free labour, positive body image, ethnic diversity and sustainability + •Events: New issue launches, restival festival and native heights +

Suitcase VS. Majestic Disorder -Suitcase is more established -Creates more content and sells at a lower price -Larger circulation and readership -Have had more collaboration

Suitcase VS. Cereal -Suitcase creates more content -Sells at a lover price - Wider variety of content -Have had more collaboration and events -Not as much experience on inserts -Cereal has a larger following and readership

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COMPETITORS

Suitcase VS. Kinfolk

Suitcase VS. Tiny Atlas

-Sells at a lower price -Kinfolk has a higher readership and following worldwide -Kinfolk has a larger stockist -Suitcase larger travel and fashion focus

-Similar concept -Suitcase is more established In terms of readership and circulation -Has more variety of content -Known more In the UK and Europe

Kinfolk

Tiny Atlas

•Leading independent slow lifestyle magazine explores ways for readers to simplify their lives, cultivate community and spend more time with their friends and family + •Founded in 2011 + •Quarterly + •Readership 20-30 Female 60% male 40% + •Sells at £12.99 •Travel, fashion, lifestyle content + •Aimed at young creative professionals + •Produces international editions + •Print and digital media + •Website films + •Sells publication as gift bundles and lifestyle cook book + •Incredibly popular in Japan + •Minimalistic-curated style + •Events/ collaborations across the world + •Lack of advertisements and high value content + •Sold in a range of independent shops, curated lifestyle brand and higher end high street brands + •Website attracts 175,000 unique visitors every month + •High reader loyalty +

•Travel and lifestyle publication + •Started as an online publication + •Launched in 2012 (same as suitcase) + •Quarterly released + •Based in Oakland, California + •Readership: Aimed at females with male accessibility 20-35 age range + •Collective of talented creative who share stories through images, art and real life accounts + •Array of marketing platforms-online, offline, video and photography + •Helps brands reach influencers through their social media + •Collaborations: The leading hotels of the world, Montauk Beach House (Interactive competitions with readers over instagram) + •Distributed in the United States, United Kingdom, in independent book shops, galleries exhibition spaces, Anthropologie and Urban Outfitters as well as limited areas in Hong Kong, Malaysia, Japan, Tokyo, Singapore, Dubai. + •Expanded to sell photographic art prints + •Launch pop ups-month long gallery event +

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COMPETITORS

M

ake up with you mind is a whole new concept for the world of campaign and for Suitcase Magazine. It will be the first ever campaign That Suitcase Magazine as a publication have created and led. What’s so great about Make up with your mind is it is an incredibly original concept and is elevated by a publication and not a charity.

The competitors below show businesses that have and are currently backing issue led campaigns and charity work successfully, to show were Suitcase’s Make up with you mind campaign would sit in the market.

Campaign Competitors

LUSH Cosmetics

Topshop

•Heavily based campaign company •Known for making bold statements •Creates products to support and launch campaigns and charity projects •Campaigns focus on: human rights, animal protection and environmental preservation •Campaign examples: -Gay is OK; using shops as a campaigning platform for the Gay Is OK events.

-In conjunction with AllOUT, the campaign sold 107,479 bars of soap raising £275,955 and 40 millions uses of the official hash tag •Charity Pot: the concept of ‘Charity Pot’ uses shops as a platform to support grass route charities in the local areas. From June 2014 to July 2015, Charity Pot raised £4.3 million globally (Primary research-information received from events manager)

•Created in 1964 •High-street fashion influencer •Primary customer-students to young adults •Chains: 300 stores in the UK/worldwide: ship to over 100 countries •Only high-street brand to show on schedule at London Fashion Week •Through charity work has raised over £600,000 •High Profile Events: Topshop dress auction of met ball •Worked with breast cancer Target: raised over £150,000 •Launched collection for key to freedom for women’s interlinked foundation, raised over £66,000 •Joined NEWGEN •Current partnership with gynaecological cancer funds new campaign ‘Lady Garden’

Fig.15 Fig.16

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COMPETITORS

Campaign Competitors

Fig.18

Fig.17

Mind Charity

Selfridges

•Works with brands, individuals and the government •Reliable statistics information •Anti stigma Campaigns such as ‘Don’t panic button’ ‘Time to change’ •Real life stories, experiences and tips shared •Local and regional reach •During 2014/2015 10.7million visit online, 65,000 queries answered by help-lines, 460,000 booklets given out for free. Mind (2015) •150 Mind charity shops providing written, online and offline support for free •Fashion and beauty blogger Zoella is Minds digital ambassador helping to change perceptions •Aims to raise awareness and re-brand the stigma of mental health whilst providing support

•Voted the best department store in the world •Chains in London, Manchester and Birmingham •Aims to create an immersive shopping experience that surprises and amazes •Events: The new body studio, meet ups, high end designer events •Campaigns: highlighting key issues in the fashion and beauty industry. The Beauty Project, A-Gender and Work it.

•Promotional films and window displays •Dramatized in ITV series Mr Selfridge

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COMPETITORS

Other notable competitors: Independent books & Applications

•Calm: Michael Acton smith and Application •The Little Book of Mindful Travel: Tiddy Rowan •Living in the moment: Anna Black •Mindfulness: A practical guide to finding peace in a frantic world- Mark Williams •Head space: Meditation techniques for mindfulness •Mind pilot Application Stop, breathe and think Application Fig.19

T

hough Suitcase Magazine has an array of competitors, there is no direct competitor. The special edition campaign ‘Make up with your mind’ is completely original. There are not many campaign based around anxiety in the media and those that have been are linked with charity and the NHS. Competitors such as Majestic Disorder who touch on campaign work, do not have the readership to push and promote these substantial issues.

Suitcase has a better chance and elevating the issues through their worldwide readers and subscribers. In terms of campaign associated, brands, Topshop are able to make high profits for charity due to there enormous following and established profile. Not having the same size, following, profile and budget as brands who are also creating issue based campaigns is one of the negative aspects to ‘Make up with your mind’.

Social Media Following: Analysis of Competitors COMPANY

FACEBOOK

INSTAGRAM

TWITTER

Majestic Disorder

2700

24000

1973

Cereal

164988

587000

31000

Kinfolk

336795

897000

65300

Tiny Atlas

4398

96300

1936

Mind Charity

230655

4738

255900

Lush Cosmetics

USA: 1,028,253|| UK: 197000

USA: 2300000||UK: 197000

USA: 286900 || UK: 144000

Selfridges

400431

496000

316000

Topshop

4116418

6300000

1200000

Suitcase Magazine

49501

25200

30400

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LOGISTICS

Fig.20

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LOGISTICS

Campaign led - Special edition insert

T

he campaign ‘Make up with your mind’ by Suitcase magazine is communicated with the primary output being an inserted publication for Suitcase’s June 2016 special edition. Promotional outputs include an experiential press and public event and a promotional film for Suitcase’s online profile (see promotional document for more information).

Insert Team Writers

Serena Guen: Founder and CEO, Emily Ames: Managing Editor, Kate Hamilton: Editor in chief Issy Croker and Meg Abbott: Food editors, Alice Farr: Junior Editor and freelance contributors OFFICE SPACE: 35-36 Eagle Street, London, WC1R 4AQ WHEN On sale on the 2nd of June 2016 inside Volume 15 ‘The Good Life” OVERALL BUDGET FOR INSERT £13760

Founder

Junior Editor

Stylist & Photographer

Photographers

Nicholas Kay, Tona Stell and Freelance

Design

Sebastian Bland: Creative Director

Stylist

Tona Stell and Freelance

Managing Editor

Editor In Chief

Food Editors

Creative Director

Photographer

Contributors

FREELANCE Fig.21

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LOGISTICS

Aesthetic of publication Size of Insert:

Width: 16.5CM Height: 20.5CM

Amount of content: 40 pages 20 - Double-sided

Paper stock:

120gsm Indigo smooth Colour throughout

Cover:

300gsm Indigo smooth

Binding:

Saddle stitched

Content of publication P.3|4 Editors Letter P.5|6 8.3 Million Everyday individuals with anxiety quick fire interviews: Sent and own photography P.7|8 Invisible Injury Article and Photo shoot P.9|18 #Makeupwithyourmind campaign images P.19|20 Slow Food article sent imagery P.21| 22 My yoga London Interview with Nike Project manager, and yoga bloggerLindsay Jessup with sent images P.23|26 Packing our anxiety Travel couple interview and sent images P.27|28 Sky High City Living Harvey Hodd shake it co founder interview and sent event images P.29|30 Destination Sweet Dreams Article, Lush product information, photography and Recipe for the perfect nights sleep P.31|32 From Australia to London Interview with New balance ambassador, Shona Vertue Health and yoga enthusiast, with sent imagery P.33| Books Recommendations and photography P.34| In praise of Slow Interview with author Carl Honore

Fig.22

Fig.23

Fig.24

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LOGISTICS

Photo Shoots 8.3 Million | Everyday Individuals Model: Jonny Crosby - at work location Photographer: Tona Stell Invisible injury| Article Model: Emma Townsend - at studio Hair and makeup: Freelance Photographer: Freelance #Makeupwithyourmind| Campaign shoot | Insert cover Model: Isabel Schwartz - Savalas Models Hair and Make up: Freelance Styling: Tona Stell Photography: Alice Farr Destination Sweet Dreams| Product imagery |Lush Cosmetics Photographer: Nicholas Kay Styling: Nicholas Kay Fig.25

Printing Process and Stockist Location PRINTING Printed by: G.A.C print management Distributed by: Pineapple media Print run: 16,000 Copies of the insert

STOCKIST Areas covered in the UK: East Sussex, Glasgow, Kent, Manchester, Newcastle London: 50 stockists, 3 WHSmith stores: Selfridges, Harrod’s and Paddington Station Brand, 3 Airports: Gatwick, Heathrow, Stansted.

Across the world stocked in locations: Australia, Austria, Belgium, Canada, China, France, Greece, Japan, Poland, Portugal, Spain, Singapore, South America, South Africa, Sweden, Taiwan, United Arab Emirates, Italy and USA.

Ethics and social responsibility Make up with your mind is created to raise awareness and to re-brand anxiety. However, social aspects have been considered in the market analysis section of this document. Suitcase Magazine will be responsible when dealing with the sensitive issue of mental health. See Ethic document for all consent forms of individuals involved in the insert.

In terms of the environment, Suitcase incorporates, Bio ink, solar energy, H20 and IPA reduced production to enable an eco friendly production process.

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TIMELINE

B

elow shows the plan of the insert regarding the timings of the process. The creation of the project will start during May 2015 all the way up to June 2016.

Deadlines for specific tasks are listed below.

Timings May 2015

Description •

• •

June 2015

• •

July 2015

Initial plan for promotional methods of campaign (refer to promotional document) Costing and circulation goals set

•

Contact contributors: people/brands to be features Calendar dates for interviews and photography planned Deadline for each story set for editors

August-December 2015

•

Work on producing content

January 2016 February 2016

March 2016

• • • • •

Manuscript Front cover deadline Revised Insert is manuscript proof read Introductory written

by Serena Finale reviewletter signed off by editor and Geun founder Promotional film created and edited st 1 of March print deadline

April 2016

•

Promotional social media strategy starts

May 2016

•

1 May Promotional film launched on Suitcase Magazine webpage and linked to social media th 5 May Distribution begins

• •

•

June 2016

• •

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Initial idea and concept of campaign and insert looking at details: -Budget -Name -Content -Features -Layout -Design Analysis of market and extended Audience for insert Deadlines regarding printing and distribution are set and informed by the art and editorial directors

st

nd

2 Of June Suitcases’ insert is on sale inside ‘the good life’ special edition rd th 3 /4 Promotional event (details in promo document)

BUDGET

T

he budget below shows the cost of the Insert alone.

Suitcase’s set cost and budged for there individual standard volume magazine will stay the same, this cost will be added for the special edition insert. Not all staff is included in the budget cost as they are salary paid staff, only added extra costs are present.

Print Content/Freelance Studio Recources Hair Make Up Model Travel Distribution Postage Subscriptions

Information 16000 copies at 0.70 1 x copy & 1 x photography 6 hours Props for photos and equipment Freelance x3 / one from agency Savalas For interviews To shops To subscribers

Cost

Income 11200 450 200 500 80 300 300 1000 950

0 0 0 0 0 0 0 0 0 1500

14980

1500

Total Cost

13480

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LONG TERM VISION

T

he development and future vision of this project all depends on its success rate which will be carefully monitored and analysed throughout and at the end of the project. However with the hope of engagement and positivity the future visions for this concept at present are: • The idea of the insert - ‘Case Study’ will be something Suitcase Magazine continue and will include a issue based insert in one of the four publications yearly, with Anxiety Issue, being the first and plans for the Sustainability issue being second.

•After the launch of the first Case Study insert and its well-being event (see promotional document) Suitcase will look in to collaborations with brands to continue the campaign in to the future.

Collaborations of interest are with: - Nike and new yoga range’s -Shake it and its well-being events • Suitcase will continue to promote the campaign idea of ‘Make up with your mind’ at events and new range launches for approximately one year after the insert launch.

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REFERENCES

Text References Media Kit-Suitcase Magazine (2016) Available at: http://suitcasemag.com/wp-content/uploads/2013/09/ SUITCASE-Magazine-Media-Kit.pdf (Accessed: 16/2/16) Dove, R (2015) The Telegraph: Anxiety: The epidemic sweeping through generation Y. Available at: http://www. telegraph.co.uk/women/health/anxiety-the-epidemic-sweeping-through-generation-y/ (Accessed: 17/2/16) Nuffield Foundation (2012) Increased levels of anxiety and depression as teenage experience change over time.

Available at: http://www.nuffieldfoundation.org/news/increased-levels-anxiety-and-depression-teenageexperience-changes-over-time (Accessed: 17/2/16) Anxiety Uk (2014) Frequently asked questions. Available at: https://www.anxietyuk.org.uk/get-help-now/ anxiety-information/frequently-asked-questions/ (Accessed 25/2/16) Mintel (2015) and Alternative Medicine UK report. Available at: http://academic.mintel.com/display/756957/ (Accessed 2/3/16) Be Mindful (2015) Evidence & Research Information. Available at: http://bemindful.co.uk/evidence-research/ (Accessed 10/3/16) Media Kit-Majestic Disorder Available at: https://issuu.com/majesticdisorder/docs/md_mediakit_complete (Accessed 5/3/1/16) Topshop (2016) we support. Available at: http://www.topshop.com/en/tsuk/category/about-us-80/ home?cat2=273012&intcmpid=W_FOOTER_%20ABOUT#fragment-5 (Accessed 10/3/16) Kinfolk (2016) About us. Available at: http://www.kinfolk.com/about-us/faq/ (Accessed 7/3/16) Mind (2015) About us: Our Impact. Available at: http://www.mind.org.uk/about-us/our-impact/ (Accessed 2/3/16) Gov.uk (2016) PM: Improve mental health treatment to get thousands more back to work. Available at: https:// www.gov.uk/government/news/pm-improve-mental-health-treatment-to-get-thousands-more-back-to-work (Accessed: 14/2/16) Politics home (2015) Mind matters: The politics of mental health. Available at: https://www.politicshome.com/ health-and-care/articles/interview/mind/mind-matters-politics-mental-health (Accessed: 11/2/16 Department for mental health (2010) Department of mental health :No health without mental health. Available at: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/215808/dh_123993.pdf (Accessed 11/2/16) Jowit, J (2012) The politics of mental health. Available at: http://www.theguardian.com/society/2012/jul/29/ politics-mental-health (Accessed 11/2/16) Gov.uk (2015) Nhs: Modern standards and services models-Mental health. Available at: https://www.gov.uk/ government/uploads/system/uploads/attachment_data/file/198051/National_Service_Framework_for_Mental_ Health.pdf (Accessed 11/2/16)

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Image References Fig 1 - Own Photography Fig 2- Own Photography Fig 3- Sent imagery Fig 4- Own photography Fig 5- Sent imagery Fig 6- http://www.tuulavintage.com and https://uk.pinterest.com Fig 7 -Sent imagery Fig 8 - Own photography Fig 9- http://www.tuulavintage.com Fig 10- https://www.anxietyuk.org.uk/get-help-now/anxietyinformation/anxiety-disorders/compulsive-skin-picking/ Fig 11 - https://uk.pinterest.com Fig 12 - https://uk.pinterest.com Fig 13- -https://uk.pinterest.com Fig 14 -https://uk.pinterest.com Fig 15-https://uk.lush.com/article/gay-ok-get-involved Fig 16-http://ladygardencampaign.co.uk/get-involved/ Fig 17-http://www.mind.org.uk/news-campaigns/news/zoellabecomes-first-digital-ambassador-for-mind/#.VusQZtys6bA Fig 18- http://www.selfridges.com/GB/en/ Fig 19-Own Photography Fig 20-Own photography Fig 21- Own photography and http://suitcasemag.com Fig 22- Own photography Fig 23-Own photography Fig 24-Sent imagery Fig 25-Own photography

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