In 2017 I started working on an idea to help people who struggle with depression. We believed in doing something good for the issue, so we piled through ideas until one felt right, then found a client: charity SANE, who run one of the UK's most active mental health crisis phone lines.
Research shows that talking about your depression is often the way to defeat it. But the problem is, depression stops you talking. Our idea brought this struggle to life.
The campaign ran across national cinema, outdoor and online through social channels.
Many people responded to it, with sufferers acknowledging how accurate our depiction of the struggle was.
Best of all, the campaign got people talking about their depression, and calls to SANE’s helpline increased by 40%.