Client: D&AD - Google & HMCT
Services: Typography, Campaign, Advertisement, UI/UX Design
Date: May 2020​​​​​​​
The creative challenge consisted of finding a song that best represents a cause and use typography to bring it to life. In a team of two, we interpreted the song 1-800-273-8255 by Logic ft. Alessia Cara and Khalid. Our concept focused on the phrase ‘light at the end of the tunnel’ identifying with the song’s narrative of suicidal thoughts to wanting to be alive. This inspired our campaign name ‘Light in the Dark’ – a campaign that supports young people and their mental health. A series of posters repeats the song’s sad lyrics in a handwritten typeface to portray a scattered mind representing a personal journal. However, some key words are crossed out and changed into happier words illustrating the progression of overcoming mental illness. The posters also include a call to action for support with mental illnesses. This action introduces Light in the Dark’s helpline with information and support, donations and a 24/7 chat service.
Back to Top