This campaign was created to raise awareness about the association of mental illness with violence. Its goals are to raise awareness surrounding this association and to eliminate this stigma. I wanted to have a degree of shock by using the word "kill." However, in order to emphasize the fact that these things do NOT actually kill, I chose a more muted color palette and slab-serif and cursive typefaces to create a more approachable aesthetic.

 

These specific types of advertising were chosen in order to reach a wide audience. Since my goal is to begin to eliminate stigma that exists across all demographics, I chose billboards, mall advertising, and t-shirts which will be seen by various demographics.