SPG Studios and Headspace: Localizing a global campaign to promote diversity through British English and German voiceovers

Diversity and Inclusivity with Localization

Headspace’s goal with its campaign was to promote hope, optimism, and self-care as antidotes to the challenges and adaptations brought on by the global pandemic. The campaign reflects on people’s lives over the past couple of years, voicing snippets of real letters written to Headspace, explaining the positivity and joy that the app had brought them during these difficult times. With a message that touches many around the world, Headspace needed to localize its campaign to ensure it was tailored to global audiences in the same light as the original.

The core of the campaign demonstrated Headspace users who had found significant value in the app, which made the use of diverse voiceover talents a necessity, as it was a direct reflection of their audience. The problem was sourcing and identifying the perfect VO artists, and ensuring the localization process fit with their vision and their project’s timeframe.

SPG Studios was able to provide and source all of the voiceover talents from their extensive roster of international voiceover artists. SPG made the process of finding these voice artists seamless, with dedicated project managers who were focused on casting diverse voice talents that represent their target audience.