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TABLE OF CONTENTS OV E R V I E W. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Issue..................................................................3 Definitions.........................................................4 Target Audience.................................................5 CASE STUDIES..............................................5
Defeat Depression..............................................6 Suicide or Survive..............................................7 Pacifica. ...............................................................8 G R A P H I C S TA N DA R D S . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
Self Care Self Love Foundation Logo................11 #HelpYoSelf Logo..............................................12 Logo Colors......................................................13 S U R V E Y. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
Questions.........................................................15 Results........................................................16 –17 S T R AT E G Y. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18
Website/App....................................................19 Flyers/Posters....................................................2 0 Small Giveaways...............................................21 T-Shirts.............................................................2 2 Bags.................................................................2 3 Socks................................................................2 4 Projected Costs................................................2 5 SOURCES....................................................26
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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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C A M PA I G N P R O P O SA L
ISSUE
When someone says that they are depressed, what exactly do they mean? Globally, 350 million people of all ages suffer from depression. Because of their condition, it is difficult for people who are depressed to seek help. Some people may not even know that they are depressed. Sometimes those who suffer from depression may have trouble doing normal day-to-day activities, such as getting out of bed, brushing their teeth, eating, etc. Most campaigns about depression are awareness campaigns–in other words, they only reach an audience of people who do not suffer from depression, educate them, and then encourage them to help those who do have depression. However, very little is done to encourage those with depression to help themselves. The root of the problem is their lack of will to be proactive about their current situation and their rapidly decreasing selfconfidence.
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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 activities 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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C A M PA I G N P R O P O SA L
TA R G E T AU D I E N C E
Those who suffer from depression usually develop initial signs of depression at a young age (10-13 years old) and often goes unawares. The target audience for this campaign is teenagers and young adults (15-30 years old). About one in five people will have experienced some level of depression by the age of 25. This campaign will target a younger audience by using a social media platform and utilizing the hashtag #HelpYoSelf. It encourages the user to proactively do things to make themselves feel happier and record that feeling in the form of a social media post. This is also a way for people with depression to express themselves and ask for help subtly from their peers/friends/family and with very little threat to their esteem.
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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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D E F E AT D E P R E S S I O N
The Defeat Depression campaign provides hope and reduces stigma for people who are affected by depression and other mood disorders. Mental health organizations, community groups, caring companies, and concerned volunteers across Canada are planning walks, runs, rides, and other physical and social activities to raise awareness and funds for mental health initiatives.
Objectives:
Depression is a common illness affecting many individuals and families, and strikes all socioeconomic, educational, and cultural backgrounds. Physical activity such as walking and running, along with social interaction, can have a positive effect on mental well-being, and opening the dialogue on mental illness can help educate people and break down the barrier of stigma. Funds raised at these events help community organizations provide critical supports and services.
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Raise awareness of mental illness.
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Fundraise in support of mental health services.
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Reduce stigma and create an environment that encourages people to come forward for early intervention and treatment.
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Build a mental health network and increase collaboration across communities.
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Provide resources and supports for individuals living with mental illness and their families.
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Expand to other Canadian communities.
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SUICIDE OR SURVIVE
Suicide or Survive is a charity located in Ireland which focusses on breaking down social stigmas about mental illnesses, like depression. They also work to increase the quality of recovery services for individuals who do suffer from mental illnesses. By altering current negative social stigmas about mental illness, they hope to create a safer world for those with mental illness. This charity focusses on individuals and recognizes that behind every statistic is an actual human being who suffers from depression. They work to be genuine, understanding, respectful, and accepting.
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C A M PA I G N P R O P O SA L
Objectives: •
Campaign to raise awareness of mental health issues, highlighting the need for SOS programmes and for more open dialogue on suicide and its prevention.
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National roll out of the Eden educational and therapeutic programme to fill gaps in current service provision for people at high risk of suicide.
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Provide a range of programmes in the community that promote wellness and help people understand their own mental health and what they can do to improve and maintain it.
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Increase and improve resources required for the long-term sustainability and growth of SOS.
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Establish SOS as best in class within the Charity Sector in terms of its Governance and Organisational Effectiveness.
PAC I F I C A
Pacifica is a multifaceted app solution for coping with depression and anxiety. The app helps track the user’s emotions and undergo wellness exercises. This is made possible with fun interactions and engaging visuals. At the end of the week, users can quantify how they felt and correlate their weekly events to their mood through the “Mood History” function on the app. The interaction all begins with the user logging their current mood. The user identifies their sentiment on a 1 to 10 scale and notes feelings like sad, panicked, elated, etc. In times of need, the app will facilitate breathing exercises. By pressing the relax button, the user would be guided to a screen that displays the breathing cycle for the user to follow. The user would not be able to do anything else with their phone until they complete 10 inhales and exhales.
Objectives: •
Rate mood and feelings a few times a day to measure whether there is improvement over time
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Set and track daily health goals for habits like sleep, diet, exercise, relationships, and more.
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Calms the user’s mind with mindless meditations, deep breathing, progressive muscle relaxation, and more.
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Records thoughts and learns the user’s negative/ distorted thinking patterns.
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Offer small experiments and challenges for the user to improve their mood every day.
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Discover the user’s mood trends and sees what activities can improve 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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C A M PA I G N P R O P O SA L
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 colors from the Self Care Self Love Foundation logo to maintain cohesiveness.
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C A M PA I G N P R O P O SA L
L O G O CO L O R S
The teal color is from the Pantone 125C 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. This has been shown with other social media platforms that strive toward using various cool colors (such as blue and green), such as Tumblr, Facebook, Twitter, etc.
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. On a scale of 1-10, how bad was your depression? 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 female/femme, 18% identified as male/masculine, and 10% identified as nonbinary (or another gender that is not traditionally female/ male). People between the ages of 15 and 34 have the highest risk of developing depression. Out of this pool of respondents, 27% were under 18 years old, 68% were 19-29 years old, and 5% were over 30 years old. Not all participants considered themselves depressed when they responded to the survey: 59% identified themselves as depressed and 41% said they have been depressed to some degree in the past. Some respondents mentioned that they felt their depression began as early as the fourth grade. 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 and 2% abstained from answering. Furthermore, 50% of the respondents have not self-harmed, but the other 50% have.
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C A M PA I G N P R O P O SA L
Many of our survey participants used various strategies to overcome their depression. Out of our survey participants, 130 attempted to share their depression with a friend(s), 70 shared with their family, 105 spoked to professionals, 19 did not speak to anybody, and 13 used other methods that were not listed in our survey (i.e. their partner, going to the gym, etc.). 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.
Professionals
Family *
*None
Friends
Of self-identified subjects, 70% identified as female 20% identified as male, and 10% identified as non-gender binary. 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 mental 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 people they trust (i.e. professionals, friends, family) about their mental health and the next steps in their recovery.
The website and app would also provide notifications and 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. The app’s notifications would also serve to be more helpful than the website’s notifications.
About
Jane Doe 18 Years Old Stage 3
@janedoe05
Don’t forget to write in your journal for the day! When did you feel your happiest?
Discuss
Contact
Discuss Forum
Notification Title Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Notification
3-Steps
Title Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Would you like to appear as anonymous to other users? Yes
No
Title Lorem ipsum dolor sit amet, consectetur adipiscing elit. Title Lorem ipsum dolor sit amet, consectetur adipiscing elit. Title Lorem ipsum dolor sit amet, consectetur adipiscing elit. Title Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Messanger
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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 (such as various mental health clinics and hospitals throughout the country) to promote the #HelpYoSelf branding even to an offline audience.
Although the campaign is mostly located online, the threestep 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.
8.5x11”
11x17”
22x28”
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S M A L L G I V E AWAY S
To further promote the #HelpYoSelf social media presence, the Self Care Self Love Foundation will also give away several hundred phone cases and pins. Pins are inexpensive and small, but also serve as a great platform for self-expression outside of the internet.
These giveaways will either be imprinted with the #HelpYoSelf logo or the Self Care Self Love logo.
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T- S H I R T S
The choice of clothing is a common method of personal 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. They will also be worn by our volunteers and professional staff at tabling events or medical centers.
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C A M PA I G N P R O P O SA L
The concept would be to wear their heart on their chest as an open invitation to discuss with others about depression or to ask for help.
B AG S
Bags are another inexpensive giveaway. They would give additional exposure of our campaign and provide a large amount of space for the campaign’s logo and branding.
They are also more versatile and usable than most giveaway pieces because they can be used anywhere, such as during shopping, school, travelling, etc.
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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
1
$50,000
Video (Approx 2 min)
1
$5,000
Flyers/Posters
200
$2,000
Magazine Editorial & Ad Space
1
$3,000
Brochures
1,000
$650
USB
1,000
$1,500
Pins (1.5� 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