Mythos: Fully Accessible Campaign “Stand by me”

The Case

 

In 2023, Mythos shifted its messaging to embrace diversity and inclusion by launching the “There is an “I’m next to you” everywhere" campaign. This marked the brand’s first initiative focused on these critical issues, showcasing personas from diverse backgrounds, including those who are often marginalized or face discrimination. Our goal was to blend Mythos’s youthful, fun spirit with a more mature, authentic approach, emphasizing that "joy" should be inclusive of everyone. Recognizing that consumers are increasingly skeptical of brands' commitment to these values, we prioritized genuine messaging that stayed true to Mythos’s identity. Additionally, we designed impactful, ongoing activations to drive real change in society.

 

Solution / Strategy

Mythos brand campaign, through the "Stand By Me" initiative, highlighted individuals from marginalized groups facing discrimination due to gender or special needs. In 2023, in collaboration with SKEP and Black Light, V+O participated in workshops on inclusive communication so as to be fully aligned on the communicational materials. The campaign launched with a media event at the fully accessible Atraktos venue along with a series of meet-ups, hosted by Katerina Vrana where the attendees had the chance to meet the  ambassadors of the TVC and further discuss the notion of inclusion. In 2024, the campaign expanded its dynamic with the addition of three more ambassadors on social media campaign, seminars for HORECA professionals on inclusive services, as well as a tv show on ANT1 under the thematic of discovering people stories’ allover Greece who embrace inclusion under real life examples. The campaign culminated in a closing party at Bolivar beach bar, where the final episode of the show was filmed, with our ambassadors as interviewers, spreading the message of inclusion  & joy.

 

 

Outcome

–The campaign launch gained media attention, highlighting accessibility through an inclusive venue, alt-text invitations, and interactive branding, with 58,556 likes, 933 comments, and an estimated EMV of €293,350 for the 2023-2024 'Stand by Me' campaign.
–At the 'Stand Up By Me' meet-ups, Katerina Vrana led discussions on inclusivity, with sign language services ensuring accessibility and diverse attendees enhancing the impact. The event gained 1,891,400 impressions through media coverage.
–"The Greek TV show 'Pantou Yparchei Ena Eimai Dipla Sou' on ANT1 highlighted our inclusive campaign, raising awareness of accessibility and social inclusion, with its final episode filmed at the event, generating  54 pro bono social media posts.
–HORECA seminars effectively promoted inclusivity and inclusive practices within the industry, gaining a reach of 13,710 on social media.
–Campaign protagonists shared 218 pro bono social media posts, amplifying the campaign’s reach for 2023-2024.