Craft Your Calm

Background

May is Mental Health Month, and fibre arts and crafting are known ways of maintaining mental health. Mental health is also important to the Yarnspirations consumer base across all brands.

Stitch Stress Away is the first part of this campaign. We came up with stitching-related mental health tips, which were sent out at the bottom of regular emails. We used this to encourage site consumers to sign up for all our our emails, which would both these regular emails and a set of emails for our Crafternoon program.

Art Director: Mel Pardilla

Crafternoon is a separate program from the Craft Your Calm campaign. It is a community-focused program where our consumers do a craft-related activity for an afternoon (watching an interview, having live discussions, or actual group crafting). However, the first four weeks of Crafternoons had emails connected to Craft Your Calm, with each week focusing on a different aspect of crafting and mental health:

General crafting and mental health connections
Crafting with family members and teaching easy projects to your children
The benefits of challenging yourself and learning new skills, featuring intermediate and expert level projects
Keeping your craft space organized and uncluttered for a clear mind

Art Director: Liz Balmaseda

Finally, the campaign came with a sale so consumers could buy yarn to participate in Crafternoon or otherwise stitch for their well-being.

Art Director: Mel Pardilla

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