In 2017 I started working on a campaign to help people who struggle with depression. Once we hit an idea that felt right we found the 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. This idea brings the 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.
The campaign got people talking about their depression; calls to SANE’s helpline increased by 40%.