With the launch of comedian and mental health activist Ruby Wax's latest book Penguin wanted to engage with a young audience more used to reading on a smartphone than on the page. A Mindfulness Guide for the Frazzled mixes Ruby's unique style with practical advice and tips for readers to use in their day-to-day lives, which we felt fitted perfectly in the world of YouTube.
Nowadays you can find vlogs across the internet featuring everything from poetry and computer gaming to DIY instructions and meditation tips, which made the genre a perfect vehicle to deliver a short course in everyday mindfulness. Ruby is obviously a natural in front of camera and years of presenting and interviews made her an excellent vlog host. We included interviews with three very different young adults to show the relevance of the advice to the audience and to provide Ruby with a subject to discuss.
The first video was released a couple of weeks before the book launched, and was used as a video advert for the series as well as finding an audience organically across social media.