During the pandemic, Yogi Tea wanted to authentically align with well-being without overstepping into mental health advice. I researched the principles of positive psychology to create “A Cup of Optimism”—a campaign that empowered consumers to cultivate more optimism and resilience in their daily lives.

Here’s the tea: Optimism isn’t a fixed trait, it’s a mindset that gets stronger with practice,* and it’s correlated with greater outcomes across every aspect of our lives.

We’re all some flavor of optimist, so we launched with an interactive quiz that helped readers find theirs. Then we partnered with Dr. Jessica Clemons, known on Instagram as @askdrjess, to develop a video series of micro-masterclasses in well-being. The campaign culminated in a Reddit AMA-style Live Chat with Dr. Jess on The Washington Post—the first branded takeover of a popular newsroom offering.

*Source: Psychology Today