EASE THE LOAD: NHS MENTAL HEALTH AWARENESS CAMPAIGN
Mental health issues are a heavy load to bear.
A digital campaign tells the stories of ordinary people carrying a literal burden around with them. An oversized black hiker-style rucksack acts as a metaphor for each storyteller carrying the weight of mental health around with them.
Work completed at RBH | Videographer: Jack Hughes
Concept creation | Art direction | Visual language | Press ad and social assets
The rucksack is covered with patches to subtly convey the dark feelings of the person carrying the rucksack.