Turning care into culture –
STAN wins Silver Effie and receives TikTok Ad Awards nomination with BARMER
We are proud that purpose pays off: STAN takes home the trophy for “Mental First Aid” at the GWA Effie Awards 2025 — and has now also been shortlisted for the TikTok Ad Awards 2025 in the category “Greatest Impact”. Two very different honors, both recognising the same idea: that creativity can create care, and that real impact happens when brands act within culture, not around it. Developed together with MISSION OM GmbH, Accenture Song, Starcom Germany, 27KM, 86Tales GmbH, Christian Durstewitz, and CREW10 GmbH, the project builds a new cultural language for mental health — one shaped with Gen Z, not just for them.
What made the campaign stand out:
Peer-led storytelling through creators who spoke openly about stress, anxiety, and burnout —
normalizing vulnerability instead of hiding it.
Targeted media placement across TikTok, Instagram, and YouTube, meeting young audiences
where they actually spend their time.
Influencer collaborations that encouraged real conversations rather than polished messaging —
sparking thousands of shared personal stories.
A platform-first strategy that turned campaign content into a lasting ecosystem for dialogue and support.
The nomination for “Greatest Impact” at the TikTok Ad Awards highlights exactly that: impact not measured in impressions, but in interactions that change behaviour. When thousands take their first step toward help, you see that creativity can be more than communication — it can be connection. At STAN, youth culture has always been an important topic. Talking about mental health in a generation that’s constantly online means cutting through noise, not adding to it. “Mental First Aid” is our reminder that in a world of endless content, empathy remains the most powerful form of creativity.
What made the campaign stand out:
Peer-led storytelling through creators who spoke openly about stress, anxiety, and burnout —
normalizing vulnerability instead of hiding it.
Targeted media placement across TikTok, Instagram, and YouTube, meeting young audiences
where they actually spend their time.
Influencer collaborations that encouraged real conversations rather than polished messaging —
sparking thousands of shared personal stories.
A platform-first strategy that turned campaign content into a lasting ecosystem for dialogue and support.
The nomination for “Greatest Impact” at the TikTok Ad Awards highlights exactly that: impact not measured in impressions, but in interactions that change behaviour. When thousands take their first step toward help, you see that creativity can be more than communication — it can be connection. At STAN, youth culture has always been an important topic. Talking about mental health in a generation that’s constantly online means cutting through noise, not adding to it. “Mental First Aid” is our reminder that in a world of endless content, empathy remains the most powerful form of creativity.
