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Virgin Mobile launches activation to encourage Australians to practice ‘mindfulness’

October 26, 2016 4:18

Virgin Mobile has partnered with Smiling Mind, a not-for-profit web and app-based meditation program, in an effort to encourage Australians to switch on “mindfulness”.

The partnership saw Virgin Mobile attempt to disrupt the morning commute with an activation created by Eleven PR which saw the brand create and position a number of meditation smart chairs in oasis-style environments across the country for the public to experience Smiling Mind’s meditations.

SYDNEY, AUSTRALIA - OCTOBER 25: XXX during the Virgin Mobile Smiling Mind launch on October 25, 2016 in Sydney, Australia. (Photo by Brendon Thorne/Getty Images for Virgin Mobile)

The aim of the stunt was to illustrate that no matter where you are it is feasible to take 10 minutes a day to practice mindfulness.

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Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.

Topics
Advertising Campaign Eleven PR Lindy Klim Marketing Smiling Mind Virgin Mobile
1 COMMENTS
Sub editor 26 Oct 16

Practise takes an ‘s’ as a verb.

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