The Breathing Space left the this year’s awards with a whole set of unicorns: they achieved 2nd place in Best B2C Event, as well as awards in the Best Roadshow subcategory and a special award for Best in Corporate Social Responsibility.
The initiative brought accessible mental health support to young people in places where they might otherwise feel overwhelmed or alone.
Created by NOSLEEPTILLBROOKLYN for Norwegian insurer Gjensidige, and developed in partnership with Mental Helse Ungdom, The Breathing Space offered quiet physical sanctuaries and mobile units at festivals, arenas and student events, alongside a digital help-chat. Instead of traditional brand messaging, Gjensidige provided one-on-one human support for young people experiencing anxiety or crisis.
The activation used a deliberately restrained approach. Discreet QR codes and messages in toilets and changing rooms connected people to help, while trained volunteers supported the digital chat. Permanent Breathing Spaces were also established at major venues and at Gjensidige’s headquarters.
The idea of just talking to people proved highly successful. By combining discreet access, human support and a clear social purpose, The Breathing Space turned a brand activation into a meaningful service that reached people when they needed it most.
