CHEERS GIFT initiative introduces a novel concept in gifting—a pair gift with one item replaced by a message card from someone who has faced mental health challenges, sharing their story and gratitude. This approach transforms the act of gifting into a means of mutual support and awareness for mental health, creating a tangible connection between individuals. It leverages the universal desire to pamper oneself and acknowledges everyone's struggles, offering encouragement and recognition of personal efforts. By shifting the focus from donation to encouragement, CHEERS GIFT aims to foster inclusion and break down the stigma surrounding mental health. This creative idea has the potential to resonate widely, encouraging more open discussions on mental health and promoting a culture of empathy and support within the community.

CHEERS GIFT targets individuals looking for self-care or wanting to support friends, tapping into the insight that people prefer spending on personal enrichment over donations. The strategy encompasses collaborating with influencers and celebrities open about their mental health struggles, thus normalizing conversations around mental well-being. Target media include social media platforms for influencer unboxing videos and online, along with pop-up stores for direct engagement. The approach is to make mental health care a shared and open topic, using World Mental Health Care Day as a kickoff but sustaining the initiative to embed it into everyday habits. By creating a new self-giving tradition, CHEERS GIFT aims to reach new customer segments, engage with brands for continuous fundraising, and build a positive brand image centered around mental health support and understanding.

The execution of CHEERS GIFT is structured in three phases, starting with a teaser phase to build anticipation through ads and pre-sending gifts to celebrity ambassadors. The launch coincides with World Mental Health Care Day, leveraging collaborations with well-being brands and creating engaging content such as influencer unboxing videos. The campaign extends beyond the launch, aiming to establish CHEERS GIFT as a habitual form of self-care and support. The sustainability phase focuses on maintaining the initiative's relevance throughout the year, highlighting the importance of connection and support in moments of loneliness. This strategic rollout, combined with a direct contribution to ClubHEAL from proceeds, ensures that the campaign not only raises awareness but also provides tangible support to those affected by mental health issues.