Hedonia Awareness Campaign

There is no expression for depression

How can something that affects so many still make a person feel so alone? Millions suffer, and yet, no other illness causes the guilt, isolation, and self-blame that depression brings. What if instead, we gave depression the grace and holistic approach to treatment that other illness are given?

Copywriting * Concepting * Art Direction

Audience and Strategy

Hedonia’s audience is well researched and documented. They are regular people who feel a loss of control due to their illness. Not only are they consciously aware how their depression affects their life, they know and feel guilt about how it impacts their loved ones.

Stop Feeling Less Campaign

With copy, sometimes less is more. This initial campaign concept was paired with a visual that showed the relationship of how removing “less” from certain words changed their meaning to the opposite feeling.

Additional Concepts

The process behind finding the campaign that is selected can be a long and winding journey that creates visuals and lines that may be revived later or lead to new directions and sparked ideas.

Print Ad

Evolved from “Stop Feeling Less”, this print ad emphasized that you can’t always tell when someone is living with long-term depression. That’s why it has no true expression.