Sadness, exhaustion, apathy: we all have a clear image of what depression is. Unfortunately, a false one. Because many of the more than 5 million adults affected in Germany successfully hide their illness behind a façade of normality. Often until it is too late.
Our campaign for Deutsche Depressionshilfe reveals this invisible danger with everyday scenes that subtly mislead. The campaign went viral on posters and online, achieving over 160 million online impressions in the first month and multiplying the number of counselling enquiries. It created what is needed first in the fight against an invisible disease: awareness.
2023