Truth + Tension = Main Idea

Stuffed animals are only for kids + I know I need to be an adult, but stuffed animals are there for me when others can’t be = “The Only Therapist You Can Hug 24/7.”

Execution:

• Campaign Target Audience: Females 18-34 years old.

• Show that while Jellycats are not a replacement for therapists, but a snuggly, temporary solution to provide comfort in times of need.

• Create a Jellycat Helpline Number: 1-800-JELLYCAT.