Break the Silence

To raise mental health awareness among youth, Break the Silence with Avicii Arena launches the world’s most expensive cap – the only accepted payment is your emotions.

The primary objective of “Break the Silence” was to raise awareness about mental health issues among young people aged 13-25, leveraging Avicii Arena as a platform for continuous engagement. The key business impact aimed to increase Avicii Arena’s and partners association with mental health initiatives. Over all to make the arena a constant megaphone to increase awareness about mental health among young people. Participants were encouraged to engage deeply with the emotional themes of the campaign, through “The World’s Most Expensive Cap” activation, where emotions were the only form of currency. The campaign sought to destigmatize conversations around difficult emotions by making them a central part of the experience. After the event, participants were expected to continue discussing mental health, share the campaign on social media, and associate Avicii Arena with emotional well-being initiatives.

The creative idea behind the Break the Silence campaign was to link young people’s emotional expression with a tangible product—a cap that could only be “purchased” through emotions, using a web app designed in consultation with psychologists. This innovative approach gave emotional expression a concrete value, encouraging young people to share their feelings.
The use of technology, including a web app accessible via QR codes, provided a seamless and engaging way for participants to reflect on their emotions and pay for the cap by answering tailored psychological questions. The integration of a physical store, UNSLNT, within Avicii Arena made the event more immersive, while digital media and PR extended its reach. This multi-layered concept used emotional currency to spark curiosity and dialogue, turning a difficult topic into an accessible, shareable, and interactive experience for the target audience.