During the month of October when World Mental Health Day is celebrated, Madano has been proud to be a pro-bono partner to the London-based charity Youmanity and lead the media strategy and press office for ‘Inner Journey’ – a project promoting passenger wellbeing on the DLR Network.
The ‘Inner Journey’ project introduced the world’s first ‘mindfulness’ passenger trains and modified train station platforms – interrupting commuters’ daily grind with a prompt to pause and reconnect. Youmanity is a charity whose work celebrates the cultural diversity of London – and whose work promotes multiculturalism, social integration, and human rights.
Twelve carriages across the entire DLR network were transformed to reflect mountains, forests, oceans, and countryside. Commuters can also download the complimentary Brain Recharge app to access meditation tracks, offering a full immersion into nature, and an opportunity to enjoy a moment of calm whilst on their commute.
Madano had the opportunity to join Youmanity on the launch day and see the changes in action. Madano’s Bethan Neil, Marketing and Brand Coordinator, was at Canary Wharf when the project was unveiled to commuters starting their daily journey and said of the campaign: “It’s a great initiative that I hope to see extended onto more train lines. The modifications are visually striking and genuinely do help you feel calmer – commuters were stopping in their tracks and taking notice of the dedicated areas on platforms and carriages. Mindfulness has become ever more important, especially after the last 18 months. Access to free, high-quality meditation services has the potential to benefit so many people.”
Following the successful launch, Inner Journey secured traditional and social media coverage. This included The Independent and The Evening Standard.
Head of Madano’s Healthcare practice Katy Compton-Bishop explains the importance of working with clients who are shaping the future, “Partnering with organisations driving change in the mental health space is one of the most rewarding elements of our work at Madano. This a fantastic campaign, with an important message, that we were delighted to be able to support. We are passionate about using communications to positively impact people’s lives and our work with Youmanity is a great example of that.”
If you’re interested in learning more about how Madano can help with your communications challenge get in touch at email@example.com.