D&AD Behind The Smile Campaign

'Behind the Smile' has been more than a campaign; it has been a movement, an expression of compassion, and a promise of support. It reminds us that the smiles we see on the outside don't always reflect the turmoil within. Among the various manifestations of depression, a lot of the cases involve what is known as 'masked' or 'smiling' depression. Our illustrations featured in print ads and posters acted as a perpetual reminder that beneath the smiles, profound pain might be concealed. Collaborating with the Minds Foundation at Makani Creatives, we made strides toward a society that is more empathetic, understanding, and willing to support those who suffer silently and extended our reach and connected those in need with an organisation dedicated to assisting individuals suffering from masked or smiling depression, on how to seek professional help from local mental health organisations, emphasising that treatment is always possible.