Destigmatize mental health on campus
Destigmatize mental health on campus
If empathy became a widespread cultural norm, the mental health stigma could be diminished. Despite increased discussion on the topic, the student community at Université de Montréal (UdeM) still faces obstacles in accessing and comprehending psychological services, especially during the pandemic. To tackle this issue, an awareness campaign was needed to mobilize the university and encourage a supportive, empathetic culture on campus.
CLIENT- UNIVERSITÉ DE MONTREAL
AGENCY- Republik 2021
RoLE - Art direction
INSIGHTThe divide between those with stable mental health and those who struggle is a false dichotomy. Mental wellness is a fluid state, and everyone experiences highs and lows. Our campaign aims to promote collective well-being by highlighting this concept and encouraging students to prioritize their mental health.
SOLUTION"Tout le monde a des bas" is a campaign aimed at raising awareness about the mental health of the UdeM community through a play on words. "Des bas" in French means both mental lows and socks, conveying that everyone experiences ups and downs, just as everyone wears socks. The campaign leverages this simple and inclusive message, along with a unifying symbol, the socks with a zigzag design, to destigmatize mental health. The socks serve as a visual representation of empathy and solidarity, tying together all aspects of the campaign, from posters to web banners to videos. In these videos, "empathy ambassadors" from the university share their personal experiences and wear socks as a symbol of their commitment to the cause. Mental health affects everyone, just as everyone wears socks, and the campaign strives to normalize the conversation around it.
“Everyone has socks and everyone experiences lows. Our goal, with this (French) play on words, is to normalize a fluctuating mental health, without of course trivializing people's problems. The importance we place on the mental well-being of our students was very well understood by Republik, and we believe this collaboration will have a positive and long-term impact on our community.”
— Virginie Allard-Cameus, Director Centre de santé et de consultation psychologique des Services à la vie étudiante
Education and Support
Our website serves as a central hub for students and staff to access resources and information regarding mental health. With a user-friendly decision tree, users can easily find the support they need, whether they require immediate assistance or wish to educate themselves on how to care for others. The website offers an abundance of resources, including helpful content, to empower individuals in their journey towards mental wellness.
FULL CREDITS
Group Creative Director: Marie-Eve Best
Associate Creative Director, Design: Anne-Marie Brouillette
Art Direction: Anne-Marie Brouillette
Graphic Design: Pierrick Barféty
Copywriting: Mélodie Karama, Catherine Foisy
Account Director and producer: Marie-Hélène Leclerc
Strategy: Arnaud Molle
Editorial Content writer: Florence Donati, Catherine Foisy
Director : Sophie Proulx-Lachance
Web dev: Field Studio; Jean-Philippe Lauzon, Philipp Tabah, Jayme Mille
Photography: Gabrielle Lacasse