For France's 2025 National Cause, dedicated to mental health, Night Session designed a brand-awareness campaign for PSSM France around a value too often undervalued: kindness. A simple, universal message reminding us that a caring gesture can be first aid in the face of psychological suffering.
The rollout ran at scale over several weeks — DOOH in train stations and the metro, outdoor advertising, digital, press and CRM — reaching a cumulative audience of several million people, also relayed by the 230,000 mental health first-aiders already trained in France.