The solution was an integrated campaign that leveraged social media and other digital platforms to reach a wide audience. A 60-second film was created, directed by YounessBenali, and stills were captured by British photographer Rankin. Both the film and the stills depicted a man being silenced by an intruder, symbolizing his depression. On Twitter, celebrities like Stephen Fry and Ruby Wax were recruited to participate in a 'day of silence', where they only posted the typing icon for 24 hours before revealing the reason for their silence. On Instagram, influencers were encouraged to post images of themselves with a stranger's hand across their face, and then share the film with their followers. The campaign was run nationwide across online and cinema film, OOH, and social media.
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