The objective was to raise awareness about mental health and how it can affect seemingly happy people around us, acting as a silent disability. These issues often stem from childhood, in private lives and away from the public eye. We sought to bring focus on the inner struggles of these people while promoting Praava’s psychotherapy service.
The core idea was to reveal the many hidden struggles with mental health within many of us, who are seemingly happy and content on the outside. The copy acts as a literal and visual metaphor to literally shed light on all of these happy faces depicted in the ads to reveal their inner struggles and pains. We wanted to reinforce the idea that mental health needs to be in the spotlight and by looking deeper, by shedding some true light on the issue, we can reveal many hard truths.
The entire visual direction of the campaign revolves around people, light and shadows. To create a harmonious amalgamation of light, shadow, and people, we used photography as a storytelling medium. We took pictures of three individuals in their happiest and most confident self and used photo manipulation techniques to create silhouettes of light and shadow representing each mental health issue. We circulated the visuals on digital and print mediums on Mental Health Awareness month to raise more awareness using creative storytelling that caught people’s eyes.
