BiC Partners With Smiling Mind To Promote Mindfulness Through Creativity

BiC Partners With Smiling Mind To Promote Mindfulness Through Creativity
B&T Magazine
By B&T Magazine



A new partnership between leading mental health not-for-profit, Smiling Mind, and global stationery brand BIC, will support Australians to use informal mindfulness through creativity in their day-to-day lives.

Called ‘Smiling Mind Creates’, the partnership’s online platform will house informative, guided video content by three of Australia’s leading artists and illustrators. It will encourage Australians to pause, imagine and create by engaging in mindfulness-based creative activities available on the microsite.

Kicking off with creations from Melbourne illustrator, Yan Yan Candy Ng, all content was developed using the new BIC Intensity range, and will be delivered via social media, blogs, eDMs and downloadable activities to help people organise their thoughts through creativity.

Mindful creations from artists Emma Leonard and Ben Sanders will also be released onto the platform later this year.

Smiling Mind’s Commercial Director, Sarah Maher, says the not-for-profit is excited to join forces with BIC to help audiences engage with mindfulness in new, creative ways.

“Meditation is just one form of mindfulness, so we’re excited to diversify our offering to cater to those who may be looking for alternatives. The goal of Smiling Mind Creates is to show people that mindfulness can be practiced in a multitude of ways,” said Maher.

“Creative activities provide moments for us to pause, and immerse ourselves in colour, light, movement and sound. We hope the work of these talented artists encourage the practice of informal mindfulness, and in turn the development of proactive habits to support mental health.”

BIC Asia-Pacific Brand Manager for Stationery, Stacey Southern, said the partnership is a natural fit for the household brand.

“From professional pursuits through to sketchpad scribbles, our products have been enabling Australians and New Zealanders to free their creative spark for more than 60 years.”

“As champions of mindful-creativity, we are thrilled to partner with Smiling Mind to bring this campaign to life while continuing to support moments of pause through our new BIC Intensity range.”




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