Media Writing

Media Writing Concept: RBG

Ad Campaign Concept: CMHA

Creative Brief

Purpose                                                                                                                                                                                                The Canadian Mental Health Association is working to eliminate the stigma associated with mental illness. This campaign was designed to inspire Canadians to be more proactive about their mental health.

Audience                                                                                                                                                                                                  Because mental illness does not discriminate, the messaging was designed for a broad audience.

Voice                                                                                                                                                                                                          The tone of the messaging is one of encouragement. The playfulness of the graphics is intended to lessen the severity of the subject matter, particularly to a younger demographic.  

Call To Action                                                                                                                                                                                          The call to action is purposely subtle. It positions mental illness as a common issue and directs Canadians to visit the website and learn more about their mental health.