// 05 — Advertising / Campaign
Stamp Out Stigma
Mental health is just as important as physical health.
// The brief
A national mental health awareness initiative staged in Times Square, designed to spark conversation and reduce stigma around mental illness — reinforcing that mental health matters as much as physical health, and that sharing personal stories helps others feel seen and supported.
// Process
How the work
came together.
- ↳Campaign concept
- ↳Out-of-home design
- ↳Messaging direction
- ↳Awareness strategy
Research
Research focused on public attitudes toward mental health, stigma barriers, and how large-scale awareness campaigns create emotional resonance in high-visibility environments. Insights emphasized empathy, representation, and clear messaging that could connect instantly with a broad, diverse audience.
Concept
The concept centered on visibility and honesty — using real stories and human emotion to normalize conversations around mental health. Placing the message in one of the most public spaces in the world challenged silence and encouraged people to speak openly about their experiences.
Design
Design leveraged strong typography, restrained color, and emotionally grounded imagery to communicate urgency without sensationalism. The messaging was intentionally clear and direct — understood at a glance while still carrying emotional weight in a fast-moving environment.
Development
Displayed prominently in Times Square, the campaign amplified national awareness around mental health and reinforced the importance of open dialogue — supporting a broader effort to reduce stigma and promote understanding.
// Selected stills
A few favorites.
