Self Care Self Love Campaign Proposal by Annie Li

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TABLE OF CONTENTS OV E R V I E W. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Issue..................................................................3 Definitions.........................................................4 Target Audience.................................................5 Research.........................................................6 –7 CASE STUDIES..............................................8

Health Promotion Agency...................................9 UN Women Autocomplete Truth......................10 Pacificia.............................................................11 G R A P H I C S TA N DA R D S . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

Self Care Self Love Foundation Logo................13 #HelpYoSelf Logo..............................................14 Logo Colors......................................................15 S U R V E Y. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16

Questions.........................................................17 Results........................................................18 –19 S T R AT E G Y. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 0

Website/App....................................................21 Cellphone Cases...............................................2 2 Flyers/Posters...................................................2 3 T-Shirts.............................................................2 4 Socks................................................................2 5 Pins...................................................................2 6 Projected Costs................................................2 7 SOURCES....................................................28

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overview Depression is considered an invisible illness: it afflicts millions and can even cause death, but many of those who do suffer from depression find that they are incapable of reaching out to others for help. The #HelpYoSelf campaign by the Self Care Self Love organization aims to strongly encourage those who suffer from depression to reach out for help as soon as possible. No one person is alone in this fight. Through their studies, the Self Care Self Love Foundation has found that depression can be cured, but the afflicted patient needs to acknowledge the status of their mental health and act on it as soon as possible.

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ISSUE

When someone says that they are depressed, what exactly do they mean? Millions of people suffer from depression. It is difficult for people who are depressed to seek help. Some people might not know that they are depressed. Someone who suffers from depression may have trouble doing normal day-by-day activities such as getting out of bed, brushing their teeth, and eating.

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DEFINITIONS

Depression: a mood disorder that causes a persistent feeling of sadness and loss of interest SIGNS OF DEPRESSION

Feeling guilty, worthless, or hopeless Apathy, loss of interest or pleasure in usual activitie Difficulty concentrating Insomnia, oversleeping, fatigue, Headache, stomachache, dizziness Irregular appetite changes Isolation from friends and family Thoughts of suicide or death Anxiety, agitation, irritability

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TA R G E T AU D I E N C E

The target audience for this campaign is teenagers and young adults. Depression is the most common mental health problem for young people. About one in five people will have had depression by the age of 25.

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RESEARCH

E X A M PL E S

Currently there are campaigns that try to raise awareness about depression, but not many that are also a call-toaction about battling depression.

Dublin Amnesty International’s Depression Campaign “Mental health problems dont discriminate. People do.” This campaign aims to help end mental health prejudice and discrimination.

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Canada Mental Health’s “You’re Not Alone Campaign” This campaign emphasizes on the fact that people who face depression are not alone. However, the campaign advertisements are very generic, contribute to the stereotype of depression, and fail to relate to the audience.

Joshua Wright’s “Social Awareness Outdoor Series” This campaign aims to raise awareness about depression. It focuses on telling people to “stop hiding” their depression, and to seek help instead.

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Case Studies The Self Care Self Love Foundation took a closer look at other campaigns to further research details as to what makes a successful or unsuccessful campaign.

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C A S E S T U DY: H E A LT H P R O M O T I O N AG E N C Y

In 2013, the Health Promotion Agency of New Zealand found an enormous problem with farmers in Australia. They built a holistic website experience to deal with the problems to call to action a solution amongst their demographic. They unrolled a multifaceted experience- where one side was crafted to onboard users, while the other was a step-by-step journal experience.

General portion guide uses the multistep process of recovering. Over the course of the month uses with sign-on and submit personal testimonies of their stage. Tests would be administer every week determine progress. On completing the weeks testimonies users would be given excerpts from the last week. This fed-back to the user what they were giving in, and showed their progress.

Videos hosted on the front page introduced the idea of depression in the farmer audience. User casually visiting website were a click away from a full explanation of the website. Beautiful imagery of farmers played the background while the narrator discussed depression with a survivor. The dialogue told the story of personal strength and success.

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C A S E S T U DY: U N W O M E N AU T O CO M PL E T E T R U T H

UN Women is an awareness campaign to show how prevelant and widespread sexism is in our society. It was developed as an idea for UN Women by Memac Ogilvy and Mather Dubai. This campaign consisted of a series of ads that demonstrated top searches made by an aggregate number of internet users who must have, at some point, questioned the equality of women and turned to google for an answer.

Men inherently cannot experience what women experience because of their gender identity, physicality, and socioeconomic position. They need to be informed of their own priviledge and how this priviledge harms women. In a way, the message becomes less clear when the campaign focuses on the negatives. It can incite quicker change, but it can also make people defensive (and have a reverse psychology effect).

The design group researched the top results for incomplete loaded sentences, such as “women should” or “women are” and many sexist results came up. This is a social media heavy campaign, and focuses on reaching out toward a younger audience who would also better appreciate the google search reference. The campaign not only focuses on raising awareness for men and how they play a part in the oppression of women, but also to inform women of their own oppressed state.

The posters are image-heavy. They all consist of a woman (mostly young, but of varying skin tones and ethnicities) and their mouths are blocked out by a google search engine, which searches “what women should be” or “what women are.” These women do not look particularly estatic in any of these pictures and seem muffled by the aggregate and anonymous voices of others on the internet. The campaign focuses heavily on social media, but such posters were printed and placed in real life.

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C A S E S T U DY: PAC I F I C A

Pacific is in multifaceted app solution for coping with depression and anxiety. The app helps track the app enables the user to track their emotions and undergo wellness exercises. This is made possible and very fun unique interactions and engaging visuals.

In in times of need the app will facilitate breathing exercises. Simply press the on”relax” button you’ll be guided to screen that shows a breathing cycle. The user won’t be able to do anything else until they complete 10 inhales and exhales.

The interaction all begins with the user logging their current mood. The user identifies their sentiment on 1 to 10 scale, and notes particular feelings: “panicked”,”sad”, “elated”, etc. The interaction is facilitated by a wheel and highlighted squares. This makes it fun to input your note your emotional level.

At the end of the week these are cannot their own progress on the app I going to the “mood history”. Users can quantify how they felt, and correlate Weekly events to their mood.

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GRAPHIC STANDARDS The Self Care Self Love Foundation aims to help those who battle with depression find the confidence within themselves. It does not aim to cure depression, but it aims to help people find their support system. The campaign is implementing a multi-step process to lead people to self-discovery and self-love.

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S E L F C A R E S E L F L OV E L O G O

The Self Care Self Foundation logo encapsulates the social media aspect of the #HelpYoSelf campaign. The heart is combined with a speech bubble tail to emphasize the importance of communicating with others to improve mental health. The typeface used is Avenir, with “Self Care Self Love” emphasized by using Black Avenir, whereas “foundation” is stylized with Light Avenir.

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# H E L P YO S E L F L O G O

A portion of the campaign by Self Care Self Love Foundation is the social media aspect. This is encapsulated by the hashtag, #HelpYoSelf. A logo and type treatment have also been chosen to represent this hashtag. The typeface is Besom and uses tints of the teal used by the Self Care Self Love Foundation logo to maintain cohesivity.

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L O G O CO L O R S

The teal color is from the Pantone 125 C family. The teal color should not trigger anybody who may be using the app under strenuous circumstances. If anything, it should help with calming the user.

PANTONE P 125-6 C CMYK 77/0/32/19 HEX #009B9D PANTONE P 125-4 C CMYK 52/0/21/13 HEX #65B5B8 PANTONE P 125-2 C CMYK 30/0/13/7 HEX #A3D0D0

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survey The Self Care Self Love Foundation surveyed a group of 164 participants who were either currently depressed or have been depressed for any amount of time in their past.

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SURVEY QUESTIONS

A survey was sent out via typeform.com and was able to reach many demographics on a variety of platforms.

1. How bad has your depression gotten? 2. Have you ever felt suicidal? a. If yes, did you have a plan? b. Have you ever self harmed? 3. Are you still currently depressed? 4. Which of the following have you reached out to? a. Friends b. Family c. Professionals d. Other e. None of the above 5. Did you listen to music?

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S U R V E Y R E S U LT S

72% of respondents identified as cis-female/womxn/ femme, 18% identified as male/masculine and 10% identified as non-binary (or another gender that is not female/ male). People between the ages of 15 and 34 have the highest risk of developing major depression. Out of this pool of respondents, 27% were under 18 years old, 68% were 19–29 years old, and 5% are over 30 years old. Not all participants considered themselves depressed when they responded to the survey; 59% identified themselves as depressed, whereas 41% said they have been depressed to some degree in their past. Some respondents mentioned that they felt their depression began as early as the fourth grade.

Of self-identified subjects, 70% identified as female 20% identified as male, and 10% identified as non-gender binary.

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Those who tended to describe their depression’s extremity as “10” (extremely depressed) also self-harmed and have at some point thought about committing suicide. 50% of our responders have fortunately never planned on committing suicide, but 48% have thought about it (2% abstained from answering). Furthermore, 50% of the respondents have not self-harmed, but the other 50% have.

Of 180 who self identified as previously depressed, 79 had a plan to commit suicide.

Many of our survey participants used various strategies. Out of our survey participants, 130 attempted to share their depression with a friend(s), 70 shared with their family, 105 spoke to professionals, 19 did not speak with anybody, and 13 used other methods that were not listed in our survey (i.e. their partner, going to the gym, etc.).

Professionals

Out of the respondents, only 8% did not listen to music; one respondent found the lyrics in most music to be “too triggering”. However, some of the participants who did listen to music described their music genres as “depressing” and “sad.” Perhaps listening to happier, upbeat music can slowly, and subconsciously, improve upon mental health.

Family *

*None

Friends

Ranked from highest to lowest, subjects turned to friends, professionals, family and finally none.

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strategy The survey results showed that many people who suffer from depression are incapable of feeling comfortable with talking to others about their issues. The Self Care Self Love Foundation intends to heavily use the social media hashtag, #HelpYoSelf, to encourage those with depression to share their experiences and their recovery process with their friends and followers. This hashtag can be also used on our website/app. This hashtag will also be circulated through the use of printed media and promotional items.

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W E B S I T E /A P P

The website will follow the #HelpYoSelf three-step process of encouraging the user to first learn to articulate feelings to themselves and subconsciously bettering their overall health (through the use of music, writing, wearing favorite clothes, etc.), then to start building new hobbies and interests, and lastly to feel comfortable enough to share their experiences online and talk to friends/family/ professionals about recovery.

The website and app would also provide notifications to gently help remind the user of their daily goals. The app and the website would offer the same abilities, although the app would be much more mobile and its notifications may serve to be more helpful than the website’s notifications.

7/10 until level up

Don’t forget to write in your journal for the day! When did you feel your happiest?

You’re so wonderful! You should eat your favorite food today. You deserve it!

Name: Jane Doe Age: 18 Stage: 3

Don’t forget to write in your journal for the day! When did you feel your happiest?

Name: Jane Doe Age: 18 Stage: 3 Don’t forget to write in your journal for the day! When did you feel your happiest?

Name: Jane Doe Age: 18 Stage: 3

7/10 until level up

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PHONE CASES

To further promote the #HelpYoSelf social media presence, the Self Care Self Love Foundation will also give away several hundred phone cases.

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These phone cases will either feature the #HelpYoSelf logo or the Self Care Self Love logo.

F LY E R S/ P O S T E R S

Printed pieces (such as flyers, brochures, posters, etc.) will also be placed strategically or handed out at medical centers to promote the #HelpYoSelf branding even to an offline audience. Although the campaign is mostly located online, the three-step campaing should still be available to all audiences.

Scaled down versions of these flyers will also be posted online (e.g. Facebook, Instagram, Tumblr, etc.) to further spread the word of #HelpYoSelf online.

Millions suffer from depression every year. Only a fraction of that number seeks help. Depression shouldn’t be invisible. Join the movement.

8.5x11”

11x17”

Millions suffer from depression every year. Only a fraction of that number seeks help. Depression shouldn’t be invisible. Join the movement.

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T- S H I R T S

Clothing are a fun way to show self-expression. The Self Care Self Love logo would be placed on T-shirts and socks and given away to those who may choose to wear them as an invitation to share their experiences with others.

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The concept would be to wear their heart on their chest as an open invitation to discuss with others about depression.

T- S H I R T S

Socks are also a fun and subtle way to express yourself. These would feature just the logomark at the ankle of the sock with the teal color used as accents.

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PINS

Pins are incredibly informal, inexpensive, and small, but also serve as a great platform for self-expression outside of the internet.

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P R O J E C T E D CO S T S O F P R O M O T I O N A L G O O D S

Listed below are the total costs of production and distribution of the promotional goods.

ITEM

AMOUNT

E S T I M AT E D P R I C E

Website/Mobile App

$50,000

Video (Approx 2 min)

$5,000

Flyers/Posters

200

$2,000

Magazine Editorial & Ad Space

$3,000

Brochures

1,000

$650

USB

1,000

$1,500

Pins (1.5â&#x20AC;? diameter)

5,000

$1,600

T-Shirts

5,000

$8,500

Cellphone Cases

500

$645

Socks

1,000

$1,000

T O TA L

13,703

$74,895

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sources “Depression Awareness Campaign.” Behance. N.p., n.d. Mon. 02 May 2015. “Mental Health Problems Don’t Discriminate, People Do.” Mental Health Problems Don’t Discriminate, People Do. N.p., n.d. Thur. 30 April 2015. “Not Myself Today.” Not Myself Today. N.p., n.d. Web. Mon. 02 May 2015. “Past Depression Ad Campaigns Research.” HailesArt. N.p., 13 June 2013. Sun. 01 May 2015. “60 Powerful Social Issue Ads That’ll Make You Stop And Think.” Digital Synopsis. N.p., n.d. Sun. 01 May 2015.

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Self Care Self Love Foundation Campaign Proposal by Annie Li, Hannah Kan, and Lucian Novosel for DES154 at UC Davis during Spring 2015