Centre for Mindfulness Studies

Breathe to Grow

Director & Producer
Traditional and Digital
Blurred pedestrian walking past illustrated mindfulness campaign posters in a transit shelter, promoting meditation and tree planting.

Overview

While eager to fight climate change, teenagers often overlook their mental health. And just like the climate crisis, the mental health crisis is a severe issue the youth faces. To draw attention to the ‘environ-mental’ problem, meditation meets climate change.

Animated mindfulness campaign posters in a transit shelter, illustrating meditation’s link to tree planting with dynamic visual elements

The Centre for Mindfulness Studies is a beacon of hope when it comes to equipping young people with the tools they need to stay both healthy and happy. This Earth Day, they're taking their mission a step further by planting a tree for every minute a teenager meditates using their app.

Bus advertisement promoting mindfulness with a message linking meditation to productivity, kindness, and tree planting.

This impressive initiative is a testament to the power of mindfulness and the Centre's unwavering commitment to making a meaningful impact on our planet. By combining science-backed techniques with environmental stewardship, the Centre is paving the way for a brighter, more mindful future.

Mobile app interface showcasing mindfulness courses and tree-planting progress as part of the Breathe to Grow initiative.

Striking a balance between empowering teens to meditate without coming off as cringy, the campaign’s visual identity opts for a bright and inspiring colour scheme paired with an old-school serif typeface that suggests trustworthiness. To complete the look, hand-drawn, imperfect flat illustrations bring warmth and authenticity to the message.

Instagram carousel ad for the Breathe to Grow campaign, promoting mindfulness through illustrated steps: Plant Awareness, Catalyze Kindness, and Rise to the Sun.

Recognition

Featured in the Communication Arts annual and the Applied Arts annual

Celebrated by RGD in my nomination for the most impactful designer under 35

Received awards in "Social Responsibility Advertising" from Applied Arts and "Social Good Design," "Advertising Design" from RGD

Thank You

I wish to thank Daisy Liu, Olivia Zee, Jennifer Mercer, Eric Forest, Dejan Djuric, Geoff Baillie, Jacob Pacey, Tekla Nagel, Steve St. Jean, Allie Keith and Daniel Szczepanek for their review and suggestions.