| Title | FACE |
| Brand | BUENDNIS GEGEN DEPRESSION |
| Product/Service | DEPRESSION AWARENESS |
| Category |
B01. Brand-led Education & Awareness |
|
Entrant
|
HAVAS LIFE BIRD & SCHULTE Freiburg, GERMANY
|
|
Idea Creation
|
HAVAS LIFE BIRD & SCHULTE Freiburg, GERMANY
|
Credits
| Jeremy Bird |
Havas Life Bird & Schulte |
Joint Managing Director - Creative Director |
The Campaign
Together with the League against Depression we created a simple, but eye-catching online campaign to encourage those affected to get help, but also to share a message that concerns us all. A message of hope and encouragement. The idea was to create a strong, but quiet video on YouTube, linked to the website of the League against Depression, that gets people talking and shared on other social networks. The message was simple even though the disease and the progression is not - deinwegraus (your way out).
Creative Execution
The campaign was launched mid December 2016 with the Youtube film and a press release to all major German TV stations, radio and publishing houses announcing the launch.
It ran in cinemas from February until end of April and at the same time in print. Posters at congresses throughout the year.
Within a short space of time the campaign received wide media coverage, reaching bloggers for people with depression, patients, their families and friends. Additionally, we received positive feedback from HCPs and clinics. However, we are still at the beginning of a long journey.
The campaign was launched in social media/YouTube, print/poster and cinema.
For German view:
https://www.youtube.com/watch?v=4H8qg6fx3kw
For English version view:
https://www.youtube.com/watch?v=ntTtFs1_GNM
There are many reasons why people are silent about depression. Depression does´t knock on the door and introduce itself. It can be a slow, gradual change. That´s why we needed a different approach, not loud, but sympathetic and understanding. We deliberately chose not to take a promotional and advertising approach so as to stand a greater chance of the press picking up the story.