POON
See. Love. Embrace.
Social Awareness Campaign
Singaporeans know about the mental illness, Depression, but many still have
the misconception of what depression is.
See. Love. Embrace. Is a social media campaign by Silver Ribbon (Singapore)
that aims to alter these misconceptions of one’s perspective about it. How to
alter misconceptions? It is through offering two different views of the person
who is affected by depression.
The campaign is spilt into three stages, See, Love and Embrace.
SEE – Looking from a different perspective.
LOVE – Expressing support for people with depression.
Embrace – Understanding and accepting depression as a whole.
Each stage is entitled to different media with social media platform, Snapchat,
as the main platform. Unlike other depression campaigns, this campaign uses
warm colours and have a much more positive vibe to bring light and attention
to the campaign.
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This is a school project, collaborated with Jill, Keren, Felicia and Sheralyn.
Visuals as shown are designed by me, excluding the video.
Campaign Video. Done by Keren.
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SEE – Traditional Media
Using words that are commonly related to depression, the posters offers two differing perspectives to the reader. The posters will be printed using phosphorescent ink that shows the hidden message in the dark. In the light, the message will portray the general public’s definition of the word. However, in the dark, the poster will reveal another definition of the same word from the view of a patient with depression. A call-to-action
is shown at the bottom of the poster to prompt readers to follow up with the campaign through Snapchat.
Campaign Posters in the light
Campaign Posters in the dark
Campaign Poster at Bus Stop Billboard
Campaign Poster in Magazines
LOVE – Social Media
Snapchat is one of the trending platforms used by Singaporeans. By interacting with them through Snapchat, it prompts the audience’s participation in expressing their love and support for patients with depression. Thus, this raises awareness for the campaign and shed light upon myths and misconceptions about depression.
The campaign can be found in the “Discovery” section, where updates like Quote of the Day and a Help Hotline, will be posted daily.
Snapchat GIFs
EMBRACE – Out-of-Home Media
As a continuation from LOVE, an installation with black negative pixels will be placed at Ngee Ann City. Snaps that are geotagged with our geo filter will be portrayed on the wall, and replaces the negative thoughts with their positive supports. Shoppers in
the vicinity can join in this campaign by donating a sum to take a photo through
the installation and replace a pixel. In return, they will receive an instant photo,
with a complimentary consultation and facts about depression.
Wall Installation at Ngee Ann City, Orchard
Instant Photo Printout
See.Love.Embrace. is more than just education the public about the
symptoms of depression, but to alter the misconceptions about it.