The Red Line
The “Red Line” campaign targetted at 16-25 year olds and promotes talking about mental health and symbolises writing over censorship and stigma. The “Red Line” wants to create a point of no return in terms of erasing the taboo of open mental health conversations. Entry for D&AD New Blood HMCT & GOOGLE
Campaign
The Red Line campaign is targeted towards 16-25 year olds. It promotes the attempt to overwrite the practice of self-censorship and the stigma that people often find lies behind mental health conversations. The Red Line symbolises a point of no return. It draws a line in the sand where the taboo of having open mental health conversations is left behind.
This campaign features a superimposed design that is intended to highlight the duality of mental health problems and how people discuss them. Two separate narratives are told through this design. The red overlay tells the viewer a positive story, however, this is only a façade. Once removed the real design and its true meanings are exposed, acting as a metaphor for having your perspective obscured through rose-tinted glasses.
Important mental health information such as contact information for mental health services and statistics appear throughout both aspects of the design in an attempt to raise awareness, educate, and lessen the stigma of mental illness.
Advertising
The advertising for the Red Line campaign features the same superimposed elements however instead of there being a physical acetate overlay, a digital red overlay would be used to create the same double meaning illusion. Advertising locations such as bus stops, social media and various similar locations are used as this is where the target audience would be reached the most.