We helped a legacy health insurer ignite one of Europe’s largest Gen Z mental health movements.
Challenge
BARMER lacked cultural relevance with Gen Z and struggled to convert awareness into policy sign-ups. Breaking into youth culture credibly — and turning relevance into growth — was critical, reflected in a STAN SCORE™ of 42%.
Strategic approach
STAN created The New First Aid — a participatory cultural system for mental health, using creator-led TikTok formats and peer-to-peer learning to turn awareness into real-world action.
Outcome
Built Europe's largest Gen Z mental health movement — turning cultural relevance into policy growth. Winner of TikTok’s inaugural Greatest Impact Award.
STAN SCORE™
%
→
%
GEN Z relevance uplift
#growing
Health insurer on TikTok
M+
Video see-throughs
