The Finnish Central Association for Mental Health sought a visual identity for its Mental Health Campaign, aiming to combat stigma and raise awareness of common mental health issues. The theme of the week, emotions, aimed to remind us that sometimes one can better recognize their own feelings when hearing someone else articulate theirs.

The campaign drew inspiration from authentic experiences, visualizing quotes from real individuals who expressed their emotions using powerful metaphors. 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.”
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The visual identity significantly contributed to the campaign’s success, evident in the out-of-home results surpassing expectations by more than 50%

Client: The Finnish Central Association for Mental Health
Creative Direction: Sofia Pusa
Design: Sofia Pusa
Illustration: Sofia Pusa
Motion Graphics: Sofia Pusa
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The campaign aimed to bring viewers closer to the real individuals behind the quotes, highlighting empathy and authenticity. Crafting poems frequently serves as an expressive tool for those confronting mental health challenges. That's why the final campaign identity aimed to portray the quote as a spontaneous expression on a plain text document, capturing the individual’s emotional landscape. The goal was to create word images that stir emotion and foster empathy among viewers.

A typewriter font was chosen for a human touch and the background illustration draws inspiration from the gradients featured in the Finnish Central Association for Mental Health’s visual identity. Purple symbolizes empathy, and when paired with nude, it enhances the human connection. Additionally, the color choices exhibit a deliberate effort towards gender neutrality.

The campaign envisioned an animation featuring quotes representing feelings, followed by how the Finnish Central Association for Mental Health can offer support, such as: “To us, you are valuable just as you are,” “We help lighten the weight of the blanket,” and “We provide safety in the storm.”

Translation for the image above:
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“I am always either too much (or too little.)”

“To us, you are valuable just as you are.
Find support at mtkl.fi”

Translation for the animation above:
‍
“It slips into my entire body, heavy like a metal blanket”

“We help lighten the weight of the blanket.
Find support at mtkl.fi”

Translation for the animation above:
‍
“I feel like being in the midst of a tornado”

“We provide safety in the storm.
Find support at mtkl.fi”

The Finnish Central Association for Mental Health sought a visual identity for its Mental Health Campaign, aiming to combat stigma and raise awareness of common mental health issues. The theme of the week, emotions, aimed to remind us that sometimes one can better recognize their own feelings when hearing someone else articulate theirs.

The campaign drew inspiration from authentic experiences, visualizing quotes from real individuals who expressed their emotions using powerful metaphors. 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 campaign aimed to bring viewers closer to the real individuals behind the quotes, highlighting empathy and authenticity. Crafting poems frequently serves as an expressive tool for those confronting mental health challenges. That's why the final campaign identity aimed to portray the quote as a spontaneous expression on a plain text document, capturing the individual’s emotional landscape. The goal was to create word images that stir emotion and foster empathy among viewers.

A typewriter font was chosen for a human touch and the background illustration draws inspiration from the gradients featured in the Finnish Central Association for Mental Health’s visual identity. Purple symbolizes empathy, and when paired with nude, it enhances the human connection. Additionally, the color choices exhibit a deliberate effort towards gender neutrality.

The campaign envisioned an animation featuring quotes representing feelings, followed by how the Finnish Central Association for Mental Health can offer support, such as: “To us, you are valuable just as you are,” “We help lighten the weight of the blanket,” and “We provide safety in the storm.”

The visual identity significantly contributed to the campaign’s success, evident in the out-of-home results surpassing expectations by more than 50%
Client: The Finnish Central Association for Mental Health
Creative Direction: Sofia Pusa
Design: Sofia Pusa
Illustration: Sofia Pusa
Motion Graphics: Sofia Pusa
Translation for the image above:
‍
“I am always either too much (or too little.)”

“To us, you are valuable just as you are.
Find support at mtkl.fi”
Translation for the animation above:
‍
“It slips into my entire body, heavy like a metal blanket”

“We help lighten the weight of the blanket.
Find support at mtkl.fi”
Translation for the animation above:
‍
“It slips into my entire body, heavy like a metal blanket”

“We help lighten the weight of the blanket.
Find support at mtkl.fi”
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