CR Basel and Life Science Communication against Taboo
Unlike physical ailments, mental illnesses are still considered taboo. The new campaign «Mental Illness? No Taboo!» by CR Basel and Life Science Communication tackles this issue with advertising materials that are, quite literally, «eye-catching.».
Mental illness is still a taboo - one of the last and most drastic of our time, according to a press release. Out of shame and fear of discrimination, those affected and their relatives seek no help or seek it too late - with fatal consequences that can even lead to suicide.
The new Zug campaign "Psyche sick? No taboo!" commissioned by the Werner Alfred Selo Foundation and developed by Life Science Communication in collaboration with CR Basel. Life Science Communication is responsible for the overall conception, planning and step-by-step realization of the campaign, which will be present for five years with different contents and for different target groups. The central basic element is the representative study "The Stigma of Mental Illness" developed by Life Science Communication, which was accompanied by national media work. The initiative of the Selo Foundation is supported by the Canton of Zug and numerous organizations and personalities from the health and social sectors as well as from sports, politics and business.
The campaign inaugurated today by Zug's Health Director Urs Hürlimann aims to destigmatize people with mental illness. First of all, it encourages people to talk openly about mental suffering in order to take away its threatening nature. But because it's so hard for us humans to talk, it needed the right creative idea: objects that know no shame set an example for us and call their problems by their names openly and honestly: "I'm bent," says the folded flyer, "I have no grip," groans an unrolling poster, "I'm down," sighs a floor sticker. Then they make the connection to our human lows and encourage us to talk - in the family and among friends, among neighbors and at work.
With real-life messages and via the channels of various local partners, the campaign surprises in many small everyday places: on the street, while shopping, in the cinema, in the restaurant, at the hairdresser's... Everywhere where people live - and often suffer in silence. For the strong appearance, CR Basel created a striking creative and image concept in modern violet-white for a whole firework of eye-catchers: floor stickers, napkins, beer mats as well as classic elements such as posters, public transport and cinema advertising, flyers and web.
Responsible at Life Science Communication: Noemi Deak, Laura Schneider, Jen Haas, Mark Bächer (concept, analysis, consulting, text, realization, media relations), Siegfried Ceballos (web). Responsible at CR Basel: Thomas Fux, Roger Müller (consulting), Gabriel Heuberger (CD), Judith Mann (text), Roger Horvath, Daniel Roth (graphics).
