Concept
We provide information from tents at festivals supported by digital media with the aims of:
- Engaging young people, both male and female, aged 12-25, in supporting positive mental health, for themselves, their families and friends
- Tackling social stigma and exclusion for people with mental health problems through normalising perceptions in mainstream youth culture
- Researching how young people in the UK would like to see the range of local mental health services provided more appropriately for them
See this NME press report for how we attract tent visitors, who receive without charge:
- Welcome information/soft drinks
- “Whatif cards” with QR codes
in return for completing a in-tent online survey with their demographic details and views. This concept was designed by KSL’s Directors and Andy Rooney, Associate Director for Project Support, and the project uses the evidenced New Economics Foundation model Five Ways to Wellbeing.
Hosts
The role of the Host Organiser is provide complimentary tent and space at festivals for this not-for-profit project. KSL is an intermediary between the festival organisers, mental health organisations and the promotion to festival goers’ of positive mental health and wellbeing and anti-stigma messages. By doing so, the host organisation demonstrates how it is achieving its social responsibility standard (ISO 26000), associates with the topical wellbeing agenda, receives aggregated market research information, and has its logo displayed on all our Whatif cards and the project’s social media sites.
Download KSL’s presentation to them:
Our first project was supported in this way by Live Nation UK at the Download Festival 2011. We have now gained their support, and through them that of London Live!, for an adventurous 2012 Wellness Tent programme, and are meeting with other major festival organisers to be able to provide space and tents at a range of other major festivals from 2012 to 2014, whether they are music, arts or sports based.
Pilot
Our Pilot: 10-12 June 2011, Donington Park, Live Nation UK
The Festival was an opportunity to meet young people and talk with them about mental health:
- We grasped plenty of promotional opportunities for partners/sponsors
- Most festival goers saw the Whatif card packs as attractive and useful
- Trading healthy produce for on-the-spot survey completion worked well
- The survey was a significant size and produced some helpful statistics
* Bodies promoting positive mental health and their activities by sponsoring a Whatif info-card were:
* Organic and natural healthy food companies providing complimentary fruit and juice supplies from the tent were:
Plan
We’ve drawn up a comprehensive project plan for 2012-14 to increase each year our presence at major festivals attended by our target group. Our first goal is to be active in four national summer festivals this year, in different parts of the country, covering different musical genres, including Download, Wireless and Leeds, and the open three-week long London Live! Olympics arts and music festival. This is our three-year schedule: pending further discussions with our host organiser partners:
- 2012
- 8-10 June: Download Festival Donington Park, Notts.
- 6-8 July: Wireless Festival Hyde Park, Central London
- 27 July-12 Aug: London Live! Victoria Park, Hackney
- 26-28 August: Leeds Festival Bramham Park, Leeds
- 2013/14
- June: Download Festival Donington Park, Notts.
- June: Glastonbury Festival Glastonbury, Somerset
- July: Latitude Festival Henham Park, Suffolk
- July: Wireless Festival Hyde Park, Central London
- August: V Festival Weston and Hylands Parks
- August: Leeds/Reading Festivals Bramham Pk/Richfield Ave
Partners
Testimonials
“I’m glad the KSL team got a lot out of their time at Download, and its good that we’ve had such great feedback on their presence on site. KSL will keep me updated on their plans and hopefully we can work together in the future.” Jess Shields, Live Nation UK
“Young Minds was delighted to be part of KSL’s Wellness Tent pilot at this year’s Download. We found their design and events teams accurate, efficient and a pleasure to work with and look forward to collaborating in the future!” Melea Maples, Young Minds
“KSL were extremely helpful and accommodating to work with. We had the opportunity to go with them to the Download festival in their Wellness tent and promote our Beet It beetroot juice in particular. This was a rather wacky place to promote juice! Yet the concept of promoting one that has immediate and measurable benefits fitted well with the wellness message KSL were trying to promote. We would be interested in working together in a similar way again.” Lawrence Mallinson, James White
“Thanks for conducting such an excellent project. The Wellness Tent event achieved more than we had hoped and the festival-goers just loved it. We were there to promote our products and got a lot of interest from people. We are hugely pleased with the success of Download .” Bobby Drewett, Straws Fruit Supply
“The event has exceeded all expectations and we are totally overwhelmed by the positive response The Nature Box have had from people on site. That was an excellent opportunity to show people what we do as we’ve only been going for less than a year so that was great recognition to be associated to the Wellness Tent Project. KSL went down a storm, so a great recommendation.” Alexio Ferrao, The Nature Box
Follow @KSLtentteam