From online gallery to seafront exhibition: Bringing ‘Kalmfulness’ to life
Back in 2022, the Beyond team set out to create a brand platform to help reposition our herbal remedies client within the emotional wellbeing space. The result was ‘kalmfulness’ – a simple but powerful idea centred around finding moments of peace and balance amidst the chaos of daily life.
The kalmfulness platform was proudly adopted by our client across all their above-the-line activity, providing a multi-year campaign concept, which we recently brought to life as a tangible real-world experience.
Our research found that nature helps to cultivate a sense of kalmfulness: 65% of UK adults say spending time outdoors helps them relax, while 52% say even looking at images of nature or tranquil scenes helps them feel calmer.i
These insights sparked the idea for the Moments of Kalmfulness virtual gallery, a dedicated online space where people can share photographs of the everyday moments that make them feel calm, connected and present. From peaceful walks to quiet moments with loved ones, the gallery celebrates the small things that help us slow down, making kalmfulness accessible to everyone.
The response has been remarkable, with more than 400 people submitting their own images of kalmfulness in year one – a clear sign of how deeply the concept resonates. What began as a digital galley soon evolved into an opportunity to bring these personal stories into the real world.
This year, we transformed the virtual gallery into an immersive three-week-long pop-up exhibition on Brighton's iconic seafront. Following our research identifying Brighton as the UK’s most kalmful city, the Beyond team secured a prime location at the busy seafront gabion site - an ideal backdrop for showcasing calming imagery.
Free and open to all, the exhibition featured photographs from local creatives and the wider public. Each image was displayed alongside the photographer's personal story, creating a powerful sense of connection and community. Visitors could scan QR codes to explore the virtual gallery and share their own Moment of Kalmfulness image. To encourage participation, everyone who submitted a photo was automatically entered into a prize draw to win a one-night escape.
A targeted regional PR campaign helped drive local footfall and engagement. Alongside this, a creative social media strategy, including partnerships with content creators, helped extend the campaign's reach beyond Brighton, giving it national visibility.
The campaign culminated in a one-day immersive installation that invited visitors to step into their own moment of kalmfulness. Designed as a peaceful escape from everyday life, this space featured calming scents, soft textures and floral displays, encouraging people to pause, reflect and reconnect with the present moment.
The results speak for themselves. The campaign generated 26 pieces of regional and social media coverage, reaching more than two million people. Furthermore, it was highlighted in PR Week's round-up of standout campaign launches, providing valuable industry recognition.
Most importantly, the activity significantly increased engagement with the kalmfulness online platform. In just three weeks, the virtual gallery attracted more than 11,000 visitors and received over 300 new submissions, helping to securely position the brand within the emotional wellness space.
If you want to understand how we can provide PR support to elevate your consumer health brand, please get in touch at hello@beyondpr.com
Sources: Moments of Kalmfulness Study. A nationally representative study involving 2,009 UK respondents 18+. Commissioned by Kalms. 2024.