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AndThen’s OOH campaign supports men’s mental health, featuring a creative smile and donating 50% of profits to mental health charities.

AndThen Supports Men’s Mental Health in OOH Campaign

In an effort to raise awareness for men's mental health, boxer shorts brand AndThen has launched a unique out-of-home (OOH) campaign, aligning with its commitment to donate 50% of its profits to mental health charities.

A Creative and Supportive Message

The campaign, created by independent agency Who Wot Why, features a smile made from a banana and two plums, symbolizing the importance of making positive choices for mental well-being. The lighthearted yet powerful imagery is intended to break the stigma around men’s mental health and encourage others to support themselves and those around them.

Photographed by Richard Pullar, the campaign highlights the concept of "feel good pants." This not only emphasizes the comfort of AndThen’s products but also reflects the brand's mission to contribute to the mental health cause.

A Personal Purpose Behind the Campaign

Katie Goodrum, founder of AndThen, shared her personal connection to the cause: “The decline in men’s mental health across the nation has been brutal to watch. It struck me, that like our thought patterns, underwear is private and remains largely unseen. Who Wot Why have articulated my brand’s purpose, and the product feel, in the perfect poster.”

This campaign represents more than just a product—it’s a step towards normalizing conversations about mental health and showing that even the smallest gestures, like wearing comfortable, supportive underwear, can have a profound impact on well-being.

Bold, Simple, and Powerful

Sean Thompson, joint CCO and co-founder at Who Wot Why, commented: “Who Wot Why is all about presenting the provocative truth in a deceptively simple way. We set about creating a punchy, unforgettable smile in the mind to demonstrate AndThen’s life-changing purpose.”

The combination of creativity and a deep, meaningful message has resulted in a campaign that not only showcases the brand but also supports a crucial cause.

Giving Back to the Cause

In addition to the campaign, AndThen pledges to donate 50% of its proceeds to men's mental health charities. This ongoing support aims to provide much-needed resources and awareness to men facing mental health challenges.

By leveraging its platform and products, AndThen is making a significant contribution to an important cause, proving that mental health support can come in many forms—whether through a campaign, a product, or a donation.

 

 

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