While months of lockdown prompted promises to never turn down an invitation or opportunity again, the realities of work and social life are slowly setting back in this holiday season, reminding everyone exactly how important it is to prioritize work-life balance. Tea brand Pure Leaf wants to remind consumers that sometimes “No is Beautiful,” debuting its "No-vember" campaign today in collaboration with poet, speaker and author Arielle Estoria and nonprofit Ladies who Launch.

“I want a life that is slow, but a life that is rich too,” recites Estoria in a campaign video. Her words ring true as workers across the country quit and change jobs, prompting what has been called the Great Resignation, as people re-examine their relationships with work. Estoria’s poem speaks to the workers searching for meaning, balance and impact in their careers: “I want work that might keep me up at night, but stays awake when my breath stops for good.”

The push is part of the larger “No is Beautiful” campaign, which launched in 2020. 

The campaign’s emphasis on intention and balance is a natural fit for the tea company, explains Katrina McDonald, senior marketing director for the Pepsi-Lipton Partnership, the joint venture between Pepsi and Unilever that runs Pure Leaf.

“It was really inspired by our brand belief of saying no when it comes to our products,” said McDonald. “So we say no artificial flavors, no tea powders, and really kind of no to anything that doesn't make our tea better.”

She added: “There is sometimes so much negativity in the word no, but the reality is that no can actually be a superpower. No can be beautiful. It can free us up to to to say yes to the things that do matter.” 

The campaign was produced by Golin. 

Pure Leaf has commissioned three murals that include Estoria’s writing, located in Manhattan, Los Angeles and Brooklyn's Williamsburg neighborhood. The campaign will also run on social media.

“No is Beautiful” targets all consumers but has a special focus on women. Pure Leaf is partnering with Ladies who Launch, a nonprofit focused on women-owned businesses, and is pledging $100,000 in grants for female entrepreneurs.    

“What's true in tea is also very much true in life, and this power of saying no in order to achieve balance is just so liberating and particularly liberating for our female consumer,” said McDonald. “Those grants could go towards childcare, mental health counseling, wellness or mindfulness activities, community building meetups, and more.”

Mental health awareness has been a theme in the advertising world for some time now. Not only have agencies taken steps to prioritize mental health, offering workers time off to recharge and avoid burnout, but brands have followed suit, both in the wellness world and beyond.