social marketing campaign

#morethanasynonym

This campaign strives to be different than other mental health campaigns by giving viewers a specific call to action rather than simply “raising awareness.” By using exaggerated imagery the campaign attempts to showcase the detrimental effects of using mental health conditions as synonyms.  The language we use everyday weakens a sufferer’s experience by associating triviality to mental health issues. Words like ‘bipolar’, ‘depressed’, ‘anxiety attack’ and ‘OCD’ have become adjectives rather than the serious mental health concern that they truly are. This stigma surrounding the words subtly prevent individuals from seeking access to treatment. By offering alternatives to commonly used words. (Depressed does not equal sad, OCD does not equal neat) the call to action becomes “Watch your language. Your language diminishes the experience of others.”