Mental health issues are increasingly affecting young people in Norway, with now one third feeling prone to anxiety and struggling with their mental health. Gjensidige, Norway’s largest insurance company, sees mental health as a key pillar of its sustainability strategy. To support this, Gjensidige launched their concept “The Breathing Space” at Palmesus, Scandinavia’s largest beach festival, offering a place to relax but more importantly a safe, quiet room for mental health support staffed by specialists and psychiatric nurses. Several campaigns were launched to raise awareness, with positive feedback and increased engagement, and Gjensidige also invited people to bring a worthy friend to a pre-screening at the movies. The initiative aimed to raise awareness and provide discreet mental health assistance in a festival setting where many young attendees face challenges, but also resulted in strengthening most brand parameters – and close to 700 referrals to Mental Helse Ungdom, a Norwegian NGO. Following the success, Gjensidige plans to expand the concept to other venues and events, including mobile units for youth sports tournaments. The Breathing Space has significantly boosted Gjensidige’s brand equity among Gen Z, positioning the company as a socially responsible entity actively addressing mental health – and saving at least one life.
