In Moderation

Pressures in the professional world, on social channels and the media are pushing many individuals into a negative mindset. Through this mini series, named 'In Moderation', we explore a range of fictitious brands that highlight the risks of certain behavioural traits which, if abused, can have a negative impact on one’s mental health and wellbeing.

Not only do we explore the products that have detrimental effects when used in excess, but also recommend great UK based organisations and charities that support those affected by any of the issues we’ve raised in this campaign.

We want to harness our power of creativity to grab people's attention so we can challenge perceptions and address wider issues around hustle culture, bad habits and the importance of living a balanced lifestyle.

Ultimately the aim is to highlight vital issues, spread awareness and start important conversations around mental wellbeing - encouraging people to make pivotal adjustments to their habits, in the hopes of creating a more balanced and healthy lifestyle.

"1 in 6 people report experiencing a common mental health problem in any given week in England." McManus S, Bebbington P, Jenkins R, Brugha T. (eds.) (2016). Mental health and wellbeing in England: Adult psychiatric morbidity survey 2014.

With the glamorisation of excessive wealth and success, and the notion of doing whatever it takes to achieve both, it’s not unheard of for an individual to work 80 hour weeks. This, coupled with the pressure to have a ‘side hustle’ whilst feeling the need to share every effort with the world to ‘prove yourself’ is resulting in a rise of people suffering with their mental health and turning to negative habits to mask these issues.

"Good mental health at work and good management go hand in hand and there is strong evidence that workplaces with high levels of mental wellbeing are more productive. Addressing wellbeing at work increases productivity by as much as 12%." Oswald, A.J., Proto, E., & Sgroi, D. (2015). Happiness and Productivity. Journal of Labor Economics, 33 (4), 789- 822. doi: 10.1086/681096

Rise & Grind

The first campaign in the 'In Moderation' series aims to expose the everyday habits which we have developed as a result of toxic hustle culture. Head to our case study to see the full campaign for the Brewtally Addictive Coffee Company’s latest range, Rise & Grind.

A study by the World Health Organization (WHO) and International Labour Organization concludes that working 55 or more hours per week is associated with an estimated 35% higher risk of a stroke and a 17% higher risk of dying from ischemic heart disease, compared to working 35-40 hours a week.

The Hustle Culture Brewery

Introducing the second concept in ORCA's 'In Moderation' campaign series...

The ‘Hustle Culture Brewery’ explores beer packaging designs which subtly feature the negative aspects one encounters when being overworked and relying on alcohol to see us through. See the full case study for an in-depth look into this brand.

595,000 people in the UK reported work-related stress at a level they believed was making them ill. That's 40% of all work-related illness. According to the Health and Safety Executive (HSE), in 2017/18


The final campaign of the mini-series is called Spiral. Formulated from the idea of a three-step 'self care' routine that is commonly found within the beauty industry. The products in this line seek to acknowledge the weekend habits of those who regularly use recreational substances.

"According to the Government’s General Lifestyle Survey 2011, 10.8 million adults drink at levels that pose a risk to their health. Up to 45% of young workers (aged 16-29) and 40% of workers under 40 have experimented with illegal drugs."

Dealing with the problem

We hope this message has been conveyed in a relatable way, and have clearly emphasised that this is just part of normal, everyday life. It’s our aim to shed light on the problem excessive habits can have on our mental health and how easy it is to become reliant on them as a coping mechanism.

Below you’ll find a list of incredible organisations that can support you with any of the issues we’ve highlighted in this campaign. Not only are they there for you personally, but if you have a friend or family member that you know is struggling then share the word and point them in the direction of these organisations.

Organisations and articles to help with all manner of mental health issues

More amazing organisations

Written by

Vicki Lee