Mental Health Week

The Finnish Central Association for Mental Health needed a visual identity for its Mental Health Week campaign to combat stigma and raise awareness of common mental health issues through emotions. The challenge was to create an authentic, emotionally resonant, and accessible visual identity. The campaign centered on real-life experiences, featuring direct quotes where individuals described their emotions through powerful metaphors. The core insight was that people often recognize their own feelings when hearing others express theirs. Selected quotes included: “Like being in the midst of a tornado.”, “It slips into my entire body and limbs, heavy like a metal blanket.” and “I am always either too much or too little.”

The visual identity was designed to feel raw and unfiltered — as if typed in a moment of spontaneous self-expression. Poetry, often a refuge for those struggling with mental health, inspired the aesthetic. Each quote became a word image, capturing emotional landscapes and inviting empathy. The animation brought these expressions to life, with the quotes appearing first, followed by supportive messages like “To us, you are valuable just as you are,” offering reassurance and hope.

A typewriter-style font reinforced the sense of human vulnerability, making the text feel personal rather than polished. Background gradient animations symbolized the fluid, ever-changing nature of emotions — shifting subtly in tone and intensity. The color palette combined purple for empathy with nude tones to create a warm, inclusive atmosphere that felt both human and gender-neutral.

The campaign exceeded expectations in both reach and impact. It reached over 300,000 people through social media, marking an 11% increase from the previous year. Out-of-home results also surpassed projections by more than 50%, with DOOH impressions nearing 350,000. It sparked wide participation from schools, businesses, and communities, turning emotions into a shared conversation. By placing real voices at the center, the campaign helped break stigma and made mental health more visible across society.