Ochre Spirits has unveiled its latest campaign, #CheckInDon’tCheckOut, addressing a critical issue, the silent struggle with mental health, especially in social situations where alcohol is present. The campaign has been conceptualised by Curley Street Media and is set to run across various social media platforms.
#CheckInDon’tCheckOut is designed to promote responsible drinking and aims to shift the narrative from the glamorization of excessive drinking to fostering a healthier, and more mindful approach. It’s not just about raising a glass, it’s about ensuring that while we enjoy social moments, we also check in on our emotional well-being.
The heart of the campaign centres around Sudeep, a young man going through his daily routine, commuting, working, and maintaining an air of normalcy. However, as his unsent messages like “I’m struggling” and “I need help” reveal, he is silently battling depression. Instead of asking for support, Sudeep reaches out to make weekend party plans with friends, highlighting the difficulties of reaching out for help in times of need and allowing oneself to be vulnerable.
This powerful narrative emphasises that sometimes the loudest cries for help are the ones never voiced. Ochre Spirits underscores that mindful drinking is about celebrating responsibly and not using alcohol to suppress deeper emotional issues.
As per the brand, Ochre Spirits is committed to more than just crafting exceptional drinks. It’s about creating meaningful moments that matter. The brand is built on three core pillars:
Balanced Consumption: Advocating for moderation and a responsible relationship with alcohol.
Mental Health Awareness: Recognizing that while spirits can enhance celebrations, it’s vital to prioritise well-being.
Community Support: Encouraging people to check in on their friends and family during social gatherings, helps to break the stigma around mental health, and fosters a culture of care and awareness.
Campaign:
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John Royerr, Founder of Ochre Spirits, shared his vision behind the campaign, “At Ochre Spirits, we believe the best moments in life are the ones shared with balance and care. It’s not about how much you drink but the quality of the moments and the people you share them with. Through #CheckInDon’tCheckOut, we hope to start a conversation on mental health and responsible drinking, creating a culture that values well-being as much as celebration.”
“Ochre Spirits is here to bring people together, not just through our spirits but by encouraging real connection. True celebration is about more than just raising a glass—it’s about looking out for one another. We invite everyone to celebrate responsibly, with a sense of community at every gathering.”, he further added.
