Mental Matters: Kira Marie Cremer x TK

Together with Techniker Krankenkasse, Kira Marie Cremer developed Mental Matters, a community format of its own around mental health, stress prevention and sustainable performance.

What began as a shared event idea has grown over the past two years into a long-term partnership and a nationwide roadshow.

At its heart is a topic that moves Kira’s community as much as the modern world of work: how can people stay high-performing over the long term without losing sight of their mental health?

Mental Matters combines knowledge, honest exchange and personal encounters, making mental health not just visible but something people can experience first-hand.

Platform

Live events LinkedIn Instagram Newsletter

Format

Community event series Roadshow Digital content Speaking activations

Content Angle

Mental health, stress prevention & future of work

Product integration

Techniker Krankenkasse as a partner for mental health and prevention

Storytelling

Mental Matters combines Kira’s personal perspective with expert knowledge and community exchange.

Starting from a first community event, the format was continuously developed together with Techniker Krankenkasse and taken on a nationwide roadshow to four cities in 2026:

📍Berlin · 📍Munich · 📍Cologne · 📍Hamburg

The events create a safe space for reflection, workshops, personal conversations and networking. With up to 50 participants per event, there is a special closeness to the community and room for real exchange.

Via LinkedIn, Instagram and Kira’s newsletter, the topics are extended digitally and also reach people beyond the live formats.

Smartphone showing a video by Kira Marie Cremer about Mental Matters

40-50 participants per event

Curated community experience with personal exchange

Multi-year partnership

From a first event to a scalable community format of its own

Multi-channel activation

Live experiences combined with digital community communication

Extended

visibility

Speaking activations and stage formats, including at OMR

WHY IT WORKED

✓ Authentic topic fit between Kira, her community and the brand ✓ Developing a format of its own instead of a short-term campaign activation ✓ Long-term partnership that keeps evolving ✓ Combining personal story, expert knowledge and community experience ✓ Mix of digital touchpoints and real encounters

COMMUNITY IMPACT

Mental Matters shows the potential that emerges when creator, brand and community are thought of together for the long term. The format creates spaces for open conversations about mental health and connects personal experiences with expert insights and concrete ideas for everyday life. Combining live experiences with a digital extension creates ongoing touchpoints with the community. A single collaboration has grown into a long-term platform that makes an important social topic visible, brings people together and grows with the community.