The Unseen Struggle

Suicidal young people hide their struggles when they’re in company, opting instead to put on a smile and pretend everything is fine. We needed to show that this is a huge obstacle for starting conversations about mental health.

But how do we show something that goes unseen?

THE DISRUPTION\

We created an ad that becomes more powerful when it isn’t looked at.

Using facial detection technology, we showed how a depressed young person might hide their emotions. When the advert is looked at, she puts on a happy face, pretending everything is fine. But when it’s looked away from, she shows the true emotions she’s been hiding.