#Take25, says Julie's Biscuits in effort to shed light on mental health

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Julie’s is shedding light on mental health by urging people to #Take25 for themselves to unwind in between their hectic days. This month-long campaign inspires to encourage people to take care of themselves amidst the 25% increase in anxiety and depression reported worldwide, triggered by the long-term effects of the COVID-19 pandemic.

Its latest #Take25 campaign hopes to create a movement where Julie's can encourage people close to them and in the community to #Take25 to unwind. Done in collaboration with GOVT, the campaign features curated content that celebrates the unique ways people choose to unwind highlighted through three videos coupled with a mix of advertisements placed in strategic areas in Malaysia and Singapore encouraging members of the public to #Take25. The videos are currently running on Julie's YouTube Channel, Facebook and Instagram until 4 December.

Consumers are also encouraged to share their unique #Take25 moments on social media and be part of the mental health movement by using the hashtag #Take25. Tzy Horng Sai, director of Julie's Biscuits said that there are various ways for people to take care of their mental well-being.

"As the producer of the OAT 25 biscuits, one of the healthier snack options for many consumers, we would like to communicate that on top of encouraging healthy snacking, we are also looking to advocate taking scheduled breaks as part of your wellness practice," he said.

According to him, #Take25 is inspired by the pomodoro technique which is typically focused on productivity by working in 25 minutes intervals. Instead, consumers can also use this technique to focus on relaxation. "We would like to call upon people to #Take25 minutes to unwind in any way that allows them to destress or feel better - be it a 25-minute walk or even enjoying the soothing 'symphony' of tearing and crunching into packs of the OAT 25 biscuits. As we continue to adjust living in an endemic, we hope that this campaign can inspire people to find ways to prioritise their mental well-being," he added.

GOVT's creative partner Aaron Koh explained that the team wanted to play with the notion of unwinding in-between moments. "#Take25 reminds us to take that step away from the negative aspects of the day and focus on what is important - me time. And everyone has their own version of me time. The campaign encourages everyone to unwind in their own unique ways - no matter how unconventional," Koh said.

Separately, the brand recently turned heads and stopped consumers in their tracks with its Julie's Magnifity wall art in Melaka. Done together with Malaysian graffiti artist Cloakwork, the brand hopes that this will be come a new must-visit iconic landmark in Melaka. The wall art also includes popular icons that represent Melaka's heritage, such as the mousedeer, Kesidang flower and the A-Famosa.