D&AD NEW BLOOD AWARDS |
GOOGLE FONTS AND HMCT
Year: 2022
Software Used: Indesign, Illustrator, After Effects
The campaign is focused around men's mental health and is pointing out issues that men have to struggle with when it comes to their wellbeing.
Society's expectations and traditional gender roles play a role in why men are less likely to discuss or seek help for their mental health problems. We know that gender stereotypes about women - the idea they should behave or look a certain way, for example - can be damaging to them.
But it's important to understand that men can be damaged by stereotypes and expectations too.
The idea was to communicate these issues through typography.
Each face is made purely from type, using Google Noto: Sans, Serif, Mono and Math - the script letters. Different weight and typefaces were used to convey a message of different personalities, age and thoughts. Each poster has empowering slogan on it.
Each face has a 'hidden' word in their hair. These words describe issues, that men are met with, when struggling with their wellbeing.
The words are: masculinity, Society, Standards, and there is also an adjective 'Vulnerable' which is specifically used for the poster with young boy on it - communicating a message of youth before being consumed by societal standards.
As a digital element. I have made one minute long motion graphics video, which consists of animated typography and slogans.
The idea with the words is the same as with the posters. Asymmetrical position and aggregation of the type is linked to worrying thoughts and struggle.
