Moje psychologie is a brand that helps people look after their mental health. It talks about mental health openly, comprehensibly and expertly, not only in its magazine but also on social media, in podcasts and at dozens of events a year. To support this mission, the team led by Brigita Zemen launched the campaign Open Your Inner Dialogue with Kristýna Leichtová. Its simple message is that the most important conversation begins within.
Why an inner dialogue
When the Moje psychologie team led by Brigita Zemen prepared the campaign with the marketing department of Czech News Center, it chose authenticity over pathos. In the spot, Kristýna talks to herself and holds an inner dialogue.
The whole campaign was made in-house. With editorial and marketing working on the same boat, direction was handled by Karel V. Dlabač and the camera by Lukáš Marek. This connection is essential so that the brand feels the same in advertising as it does in content.
A brand that lives across channels
When Brigita Zemen took over the leadership of Moje psychologie, she wanted the brand to speak directly and truthfully. Less gloss and more content that helps. She also knew that print alone would no longer work commercially, and that Moje psychologie needed to become a full partner across channels.
Moje psychologie therefore now stands on several pillars: print, web, strong social media and podcasts. Event partnerships have worked well. This year alone, the brand appeared at the festivals Meziploty, Metronome, Zlín Film Festival and Prague Pride. It also took part in the programme of Blesk Ordinace events. At these events it drew people in with topics that naturally belong there, such as the psychology of music, relationships in festival environments or how human behaviour changes in public spaces.
Likewise, the campaign Open Your Inner Dialogue was designed across platforms from the start. Alongside the spot, the October issue came out with Kristýna on the cover and a long interview inside. Online, there are visuals, quotes and short videos that invite reflection. The message stays the same regardless of format: pause, talk about yourself and do not be afraid of sensitive topics.
A shift that makes sense
Moje psychologie is now a full media brand. It handles its topic skilfully across channels and meets its audience offline. Brigita Zemen comments: “Technology and formats serve to get content to people at the right time and in the right form. That is the direction I believe in. Whether a reader arrives from the cover, from a feed, from a festival or from a new campaign, they should feel the same thing. Openness, expertise and humanity.”
Comments