Headway: Make Way for Yourself (IRL Installation)
This immersive IRL campaign activation brings Headway’s brand to life physically. Visitors move through a reactive space of affirmations, sound, and light. Projection mapping and mirrors transform the environment into a self-worth ritual. Every element reinforces the “Make Way for Yourself” narrative. The result is a story-led installation designed for emotional impact.
Speculative Campaign Concept: Make Way for Yourself
Core Message
“You make space for everyone else. Now it’s time to make way for yourself.”
The campaign encourages individuals to take up space - emotionally and physically - using experiential moments that blend care, warmth, and reflection.
Activation Concepts
Therapy in Transit
Chairs placed in unexpected public spaces (parks, subways), with QR access to calming audio and meditations.The Invisible Door
Freestanding doorframes in pedestrian zones trigger affirmations or AR animations when walked through.Headspace Booths
Softly lit decompression pods with ambient light/sound, branded affirmation takeaways, and mindfulness tools.Plant the Space
Public planter stations using dissolvable cards where users can release a thought and plant something new.Chalk Pathways
Sequential sidewalk messaging ends at QR stations with mental health tools and provider access.You Are Worth It – Immersive Storytelling Installation
A flagship experience designed as the emotional centerpiece of the campaign.
Mirror Zone: A projection-mapped mirror overlay with glowing particles that orient around the guests reflection in the mirror and changes according to their answers on a touchscreen.
Spatial Audio: Speakers and sensors that trigger specific soundscapes and quotes that lead the user throughout the experience. No experience is the same, as users interact in unique ways and with unique answers, the outcome is a personal experience.
Narrative Flow: As guests make their way through the busy park they find that as they move further into the installation that they find calm, peace, and warmth. This is done through lighting, sound, and architecture of the installation
Emotional Takeaways: Guests end with a personalized affirmation card tied to their unique experience, leaving something with the guests to take with them.
Overall Campaign Success Metrics (Benchmarks)
Category | Target Range |
|---|---|
Brand Awareness | 2–4M total impressions (OOH, paid, organic) |
Engagement | 7–10K QR scans, 20K micro-interactions |
Traffic Lift | 12–15% increase in provider search traffic |
UGC Content | 4K+ social posts using campaign tags |
Sentiment | 85%+ positive social/commentary/survey scores |
Earned Media | 15+ organic mentions across press & wellness |
Provider Leads | 10% increase in signups/inquiries |
Social Strategy
Instagram: Reels from IRL moments, affirmations, location tags
TikTok: POVs through installations, street interviews, calm transformations
X (Twitter): Therapist soundbites, thought-provoking one-liners, real-time event drops