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Look Beyond

Sarah Tan
RMIT University, Australia
Social Impact - Photography / Print / Illustration / Graphic
Category Semifinalist

This is a mental health marketing campaign made for Beyond Blue.

Look Beyond: Mental Health Posters
About Beyond Blue
Beyond Blue provides information and support to help everyone in Australia achieve their best possible mental health, whatever their age and wherever they live.

The Brief
Beyond Blue plans to conduct a marketing campaign to bring awareness to mental illnesses and encourage the public to reach out for help.

Marketing Campaign Key Message
To encourage the public to look beyond the surface. Mental illness is an invisible sickness so we have to be aware of it.

Creative Outcome
I used collage art and illustrations to achieve my outcome because I want to show the invisible struggles of people experiencing mental health issues through surrealism and patterns. I chose to gain inspiration from personal testimonies and translate them to imageries and patterns so the public can relate to the posters better. I notice that most mental health posters produced are serious, professional and dark, which can come off as intimidating. Therefore to stand out from my competitors and apply fresh thinking to it, I want to create a set of posters that are colourful and
understandable.

Collage art is rarely used in posters because it can come off as too abstract for the public to get the message immediately and it is important for a poster to be effective enough to be understood immediately especially in high traffic areas. With this, I get to experiment with a different technique. I labeled each mental illnesses on top with a bold, pink font to make the overall message clearer.

These are the posters depicting mental illnesses. They feature a person having a split side of them looking normal and another split side of them experiencing their respective mental illness. The shapes separating the split and the text at the bottom are coloured in a gradient of Beyond Blue’s brand colours.

Apart from designing the posters, I also chose effective media locations for the posters.
Train stations would be an effective media location to target young working adults aged 22 to 25 years old as they usually use the train to commute to work. Young working adults who just enter the workforce might feel stressed to perform well in their new job and adapting to work-life balance.
University would be an effective media location to target teenagers aged 18 to 22 years old as they spend most of their time at university. Students undergo a lot of stress getting good grades, budgeting their finances, managing their time well and the uncertainty of the future after graduating. Therefore, they might feel depressed from the mundane routine and stress.
Shopping centers would be an effective media location to target teenagers aged 18 to 22 years. An eating disorder poster would be effective in shopping centers because people with eating disorders tend to be concerned about their image and would like to keep up to date with trends. Therefore, they would most likely see the poster when they go shopping.
Bus stops would be an effective media location to target young adults aged 18 to 25 years old. A social anxiety poster would be effective in high traffic areas as people with social anxiety feel anxious when there’s a lot of people around. Therefore, they could relate more with the poster if they are put in the situation.

View project on Behance