Young people today live their lives online on social media. They are confronted with the - it seems - perfect life of others and are exposed to many more influences. Resulting in an increasing number of young people with mental health issues. That’s why Het Laatste Nieuws brought back a childhood-icon: the popular youth-magazine JOEPIE. For years, it could be seen as conversation starter, a guide, or even a friend for teenagers. In response to the annual Red Nose Day, the Belgian newspaper created a unique JOEPIE with a special purpose. A onetime special about mental resilience. This edition was created as a tool for parents to talk to their children about difficult issues. The proceeds from the magazine - 155.000 euro - went to charity.
Meaningful purpose and profitable business aren’t opposites, on the contrary, they go hand in hand and reinforce each other. More and more consumers are leaning towards brands and companies doing good and giving back to society.