I was required to create a project which dealt with an underrepresented area in a strategic way and when it comes to suicide prevention, we are almost gender-blind.
I’m fine is a charity dedicated to appealing and reaching young men. One that has the ability to be agile and responsive, to be able to keep up with the changes in trend and culture by being desirable and a brand that can hold a real interest for a good cause. I want the brand to visually tell the stories of many men who’s situations could lead them to committing suicide, in order to reach out to those who need it most and get the help that is needed.
Main Deliverable
The campaigns main deliverable is a video explaining the statistics and research behind why the I'm Fine campaign is so important and how it can be used to create a positive change.
Men are conditioned into believing that it is unmanly of them to show emotion, that it somehow makes them a weak individual and that emotion is something only saved for women. In any given year men are half as likely as women to visit their doctor in England.
While men such a Kanye West are admired for their artistry and power within their industry, their mental health has become a gimmick for the public to mock.
Jane Powell, chief executive of Calm – campaign against living miserably, stated “We don’t look at suicide prevention messages with men in mind, and certainly not with any level of sophistication. Putting a man holding his head on a leaflet isn’t going to work."
Brand Identity
Throughout the campaign glow in the dark ink has been used to represent the invisible battle young men face by telling the stories of those who either currently suffer or have had suffered with depression.
Three sets of posters have been created in order to tell three separate stories with the hope that our target audience would be able to connect and identify a story with their current situation. The posters will then be geographically located in areas where young men will be located, i.e. Supreme store in Soho, London.
Touch Points
With the target audience in mind, touch points have been tailored to appeal to young men by creating collaborations with brands of interest such as Vans, Palace and Supreme. This will not only create a stronger brand identity for the campaign and charity but be representative of young men which has not been the focus of many previous campaign attempts.
Digital Element
For the digital element of the brief I wanted to extend the idea of collaborating with brands and companies of interest in the digital form. Dazed and Confused magazine is renowned for their insight into popular and youth culture since the early 1990's. Boiler Room is a global online music streaming platform with an audience of over 400,000 tuning in, this creates a global scale outreach for those who need it most.
