ADC Awards
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Category
Design for Good / Photography
Annual ID
ADC103_PHO020M
About the Work
(Note: This campaign was launched in August 2023, two months before the also highly acclaimed Norwich City FC film “Check In On Those Around You”, which coincidentally shares a similar insight).
In Germany alone, over 5 million adults suffer from depression, the main reason why one person commits suicide every 50 minutes. An insidious illness. Contrary to what many people believe, it doesn’t necessarily manifest itself in obvious sadness, exhaustion or apathy. It often goes unnoticed behind an apparent normality - sometimes until it’s too late. Deutsche Depressionshilfe (German Depression Aid) would like to shed light on this misconception, support those affected and their relatives, and at the same time position itself as the first point of contact on this topic.
In August 2023, we launched prints that show scenes from everyday life in which an obviously sad person can be seen in the foreground. Only when we take a closer look, we realize that the person actually suffering from depression is in the background, seemingly in a normal mood. Our image look is characterized by everyday situations in different locations. These snapshots are staged as authentically as possible. Although they are staged like a random situation, each image is thoughtfully arranged to guarantee a clear reading direction.
Together with the expansion of the campaign to outdoor and social, the response was overwhelming. The response to the campaign was overwhelming. Hundreds of thousands of likes and shares expanded the campaign worldwide, via Linkedin, Instagram, Facebook, X or TikTok, many of them influencers and business leaders. Website visits and self-tests on the Deutsche Depressionshilfe website increased significantly, and numerous people dared to make their depression public for the first time. Overall, the campaign has touched and helped those who deal with depression, changing the face of this disease like never before.
In Germany alone, over 5 million adults suffer from depression, the main reason why one person commits suicide every 50 minutes. An insidious illness. Contrary to what many people believe, it doesn’t necessarily manifest itself in obvious sadness, exhaustion or apathy. It often goes unnoticed behind an apparent normality - sometimes until it’s too late. Deutsche Depressionshilfe (German Depression Aid) would like to shed light on this misconception, support those affected and their relatives, and at the same time position itself as the first point of contact on this topic.
In August 2023, we launched prints that show scenes from everyday life in which an obviously sad person can be seen in the foreground. Only when we take a closer look, we realize that the person actually suffering from depression is in the background, seemingly in a normal mood. Our image look is characterized by everyday situations in different locations. These snapshots are staged as authentically as possible. Although they are staged like a random situation, each image is thoughtfully arranged to guarantee a clear reading direction.
Together with the expansion of the campaign to outdoor and social, the response was overwhelming. The response to the campaign was overwhelming. Hundreds of thousands of likes and shares expanded the campaign worldwide, via Linkedin, Instagram, Facebook, X or TikTok, many of them influencers and business leaders. Website visits and self-tests on the Deutsche Depressionshilfe website increased significantly, and numerous people dared to make their depression public for the first time. Overall, the campaign has touched and helped those who deal with depression, changing the face of this disease like never before.
2024 Awards
Total Points: 3
Merit Honor
Credits
Agency
Grabarz & Partner / Hamburg
Media Agency
WallDecaux / Berlin
Music / Sound Production Company
Studio Funk Hamburg / Hamburg
Supreme Music / Berlin
Art Director
Alberto Espeja
Lucas Osis
Chief Creative Officer
Ralf Heuel
Chief Strategy Officer
Bastian Goldschmidt
Copywriter
Márcio Bittencourt
Creative Director
Tim Lehnebach
Editor
Anindito Waskito
Photographer
Philipp Rathmer
Strategist
Alexander Walter
Art Director Online
Mashita Sugiharto
Cinematographer
Fynn Maaß
Junior Art Director Online
Masha Sheludiakova
Art Buying
Indra Habermann
Audio Engineer
Christof Weische
Business Management
Susanne Baldauf
Creative Specialist Copy
Andrew McEvoy
Creative Team Lead
Ralf Nolting
Final Artwork
Kristen Debrassine
Head of Creative Production
Axel Leyck
Head of Development
Stephan Gerberth
Head of PrePress
Jörg Nagel
Post Producer
Alexander Sombrowski
Press & Public Relations Manager
Heike Friedewald
Project Management
Angela Schubert
Senior Account Manager Creative Production
Katja Sauer
Senior Produktionerin PrePress
Katrin Redeker
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