Ung Til Ung Website & Campaign

Male Target Audience

Ung til Ung is an online wellbeing platform designed for a target group of 16 to 35 year olds and provides support with mental and physical health topics ranging from social isolation and reading body language to anxiety and depression. One of the main challenges for this company was increasing their male user base, as men are less likely to seek help and more prone to social isolation when it comes to opening up about mental health and life issues. From desk research and interviews, user insights to attract a male target audience were developed and prioritised. It became apparent that when redesigning the website, it needed to be immediately obvious who Ung til Ung is and the services they provide as well as an aspect of togetherness and community developed through the visual style. To suit men it was determined that improving the existing self help toolbox function, tone of voice of the content and applying humour would be the right design direction. A search bar with suggestions on what to search for was also included to add an additional user pathway.

Humorous Campaign

A campaign using the same style of mechanical puns as the website was developed to appeal to men through humour. The symbolism of the mind representing a machine that with the right self help tools can be helped. This whole approach was implemented through tone of voice of the self help toolbox, illustrations and imagery for the campaign. We wanted these visual aspects to really speak to men and get them to feel inclined to seek help either on their own through the toolbox or by eventually chatting to an Ung til Ung volunteer.