This post is about the realisation and approach of conceptualising and finalising the concepts for the campaign.We had to come up with 3 different possible concepts for the final outcome. A lot has to be taken into consideration here. After I’ve done all my research on the subject and previous campaigns, I thought about three different possibilities.

The first idea I had was not for the tube advert placements, but rather the vertical screens discussed previously. It would entail creating an interactive campaign via the medium of a simple, text based multi-ending game. The game would regard the viewer themselves or a friend/loved one to bring attention that mental health stigma exists and it’s difficult to deal with. It would be a simple, approachable game that starts out with a message from your friend, which says something along the lines of “I’ve been feeling unwell”. Then the user can choose one of two pathways – either to ask the person why or how they’ve been feeling down, or to tell them to cheer up. Both of these answers impact what the next action will be – the other person will either speak up about their problem when asked why they feel bad,  or close off when told to cheer up.

The second concept was based off of the museum of bullying campaign from Lithuania that I’ve shown previously in my research posts. The idea would be to portray mental illness symptoms/consequences as physical objetcs/locations rather than something assigned to an image of a person or people. This approach would also be interactive and therefore fit to be on the big vertical screens, but perhaps not in train stations. The biggest problem with this concept is that something very similar has been done already, although effective and innovative.

Finally, the third and final approach, is to create a non-interactive set of posters or videos, fit for horizontal screens, asking the viewers questions, such as “Have you been feeling sad for longer than six months?”, leading up to the screen prompting them to visit their GP to get help if their answer was “yes”. This campaign works, because people wouldn’t need to physically interact with the screen, thus escaping judgement for even looking at it; it is conveniently located in sight whether you are standing up or sitting down on a train, and all you have to do is look and consider the questions presented by the screen. The point is to get the viewer to analyse themselves and their feelings a little bit more as most of us often forget to take care of ourselves in our busy lives and prioritise other people instead, ignoring our own needs and emotions. In addition, analysing your own feelings and emotions is key for a healthy mind. If you aren’t aware that something is wrong, how will you address it?

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