With Mental Health Awareness Month upon us, a new campaign that Philadelphia-based creative agency Red Tettemer O’Connell + Partners (RTO+P) has launched for Bring Change to Mind, a non-profit organization dedicated to encouraging dialogue about mental health.
Most people assume that talking about mental health will elicit a weird reaction or response. But in reality, most friends are happy to listen and offer support. The campaign, “Not That Weird,” taps into the power of unusual, visual metaphors, with the aim of normalizing mental health conversations for young people. The first spot, “Alone,” highlights how one student’s depression makes him feel like he’s locked in a deep-sea diving suit, a metaphor which manifests literally. In the second spot, “Gnawing,” a shark gnaws on a young man’s arm, serving as a personification for his anxiety. In both spots, the “weirdness” doesn’t match up to each friend’s support and willingness to listen. Through this approach, the campaign aims to break down barriers, helping young people feel more comfortable speaking out about their problems and reaching out to friends in need.
The spots were directed by Bart Baldwin and produced by Endeavour5.
“Not That Weird” also includes TV, radio, digital, and social elements, with cinema going live in August, print sporadically rolling out between now and the end of the year, and OOH launching later this year.
