Since the advent of COVID, calls to SADAG doubled, and the country has seen a growing mental health crisis. Working in advertising, we don’t often get the chance to create work that has strong social upliftment focus.
We were given a simple brief: Create awareness for SADAG to let people in the 16-25 age bracket know that they are not alone in living with depression and anxiety, and that help is available.
We opted for simple, direct and conversational language to make this campaign accessible and friendly. Rather than use dark, gloomy visuals, I made use of simple stock illustrations that I tweaked to speak to different mental states. To further the honest, open approach, I crafted an existing typeface to add texture and colour.
To show how easily this treatment can be adapted to different media, we mocked up some additional channel applications. Knowing that we would be handing over open artwork to SADAG’s internal design team for their use throughout the year, we wanted to provided them with as much collateral and as many examples as possible.
