Campaign concept for my MA program in Public Communication at American University.
Concept / Fight the public stigma against schizophrenia by underscoring the humanity and struggles of those living with this mental illness. Some of the less known exhibited symptoms of schizofrenia—lack of interest and emotion—are seen as an offense to peers. A common response is to say 'don't take my actions personally'.
This campaign turns that on its head and makes it a call to action: please, take it personally. Help raise awareness and reduce stigma about the disease.
My role / Concept and strategy development and art direction.