Title	THE EMOTIONAL BILLBOARD
Brand	MIND
Product/Service	MENTAL HEALTH ORGANIZATION
Category	C03. Dynamic Digital Screens
Entrant	TBWA\STOCKHOLM, SWEDEN
Idea Creation	TBWA\STOCKHOLM, SWEDEN
Production	MORE DIGITAL STUDIOS Stockholm, SWEDEN
Production 2	NORDISKA NEON & DIOD Västerås, SWEDEN
Production 3	VEKTORGRAFIK Stockholm, SWEDEN

Name	Company	Position
Lina Franzon	TBWA Stockholm	Copywriter
Alexander Fredlund	TBWA Stockholm	Art Director
Anna Boberg	TBWA Stockholm	Copywriter
Annika Molnar	TBWA Stockholm	Account Director
Kalle Widgren	TBWA Stockholm	Creative Director
Sofia Swedenborg	TBWA Stockholm	Digital Director
Tobias Bergenwall	TBWA Stockholm	R&D / Producer
Louise Sallander	TBWA Stockholm	PR strategist
Fanny von Pongracz	TBWA Stockholm	Designer
Christian Styffe	TBWA Stockholm	Designer

Write a short summary of what happens in the ambient or digital execution or campaign.

Through a custom-made code, we connected the Mind Help Forum to a billboard in Stockholm with the word ‘DEPRESSION’ written in LED. Something that makes quite the impression in mid-November when Stockholm is at its darkest. Then, when someone seeking help wrote a post about that topic (Depression) in the forum, the strength of the LED-lit word faded – illustrating what actually happens when people get to write about their deepest, darkest feelings – they fade, they lose their strength.

Cultural/Context information for the jury

Mental health issues are a major – and growing – problem in Stockholm, especially among teenagers and young adults. Because of the younger target group, the Swedish non-profit organization Mind decided to open an online forum where volunteers and professionals could help people suffering from mental health problems. And an online forum is especially suitable, because research shows that writing about problems is a great way to actually get things off your chest – and feel a little bit better. The dark and heavy feelings fade and let go when you’re able to write (and talk) about them.