The overall concept focuses on informing students about mental illnesses and the hidden effects it has on a person’s life. For every person suffering with mental illness, there are many more who don’t, which creates a barrier from understanding and empathising.

The campaign focuses on being able to portray mental illnesses in a visual manner. By using altered images of otherwise normal-looking people, it draws focus to what is under the surface. An accompanying thought-provoking statement on posters also seeks to bring about conversation and awareness on the effects of mental illness.

This campaign’s aim is to promote a better understanding of mental issues and how it affects individuals in the long term. It also aims to encourage students who do have mental illnesses to seek out help.