With its youthful and aspirational essence, JOYBA bubble tea speaks to Gen Z consumers, and its Real Tea, Real Talk campaign is focused on raising awareness about mental health support for youth.
Over the past few years, Gen Z has endured many challenges like navigating unprecedented global events, facing financial instability and enduring mental health crises, all of which have significantly impacted their well-being and resilience. In partnership with Lady Gaga's Born This Way Foundation and influencers, the ready-to-drink bubble tea brand is bringing attention to a free mental health course that gives individuals the chance to earn a Be There Certificate to safely support their peers and facilitate meaningful conversations.
Although many young people are struggling, they are burdened by the belief that talking about their problems will make the lives of those around them worse. This campaign aims to spark conversations, connection and a greater sense of well-being in youth.
Peer-to-Peer Conversation Campaigns
JOYBA's Real Tea, Real Talk Supports Mental Health in Youth
Trend Themes
1. Youth Mental Health Support - JOYBA's Real Tea, Real Talk campaign raises awareness about mental health support for youth and promotes meaningful conversations.
2. Peer-to-peer Engagement - JOYBA's campaign inspires Gen Z to support one another and facilitate conversations about mental health through a Be There Certificate.
3. Aspirational Brand Messaging - JOYBA bubble tea's youthful essence and partnership with influencers create an aspirational brand image while promoting mental health discussions.
Industry Implications
1. Beverage Industry - The campaign highlights the beverage industry's potential in advocating for mental health support and social impact.
2. Mental Health Industry - The campaign showcases opportunities for the mental health industry to collaborate with brands in promoting accessible resources and support for youth.
3. Influencer Marketing Industry - JOYBA's partnership with influencers demonstrates the role of influencer marketing in raising awareness about important societal issues like mental health and support for young people.