I’m Not Fine: Depression Awareness Campaign

This outdoor advertising series is designed to raise awareness and encourage those who have depression to seek support. Too often the people around us appear to be happy when in reality they are not ok.

The concept behind this piece was developed from the all to familiar response when someone asks how you are doing? "I'm fine", but what does that really mean. What if the exterior reflected the actual feelings occuring on the inside?

The story in this piece comes into play when we recognize a character. They are attractive perhaps we identify with them and their smiling face. But after reading the text on their shirts a deeper truth emerges. We can all identify with putting on a smile when we weren't feeling ok. It is a call to action to those who know someone with depression and people who need to seek counselling.