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Reset your Mentality is a social awareness campaign with the goal of increasing awareness to the rarely addressed reality of men’s disproportionate suicide rates on a global scale.
June is recognized as men’s health month, and it aims to encourage boys and men to take control of their health. Yet, there is still a lot of stigma and stereotyping surrounding the topic. Regardless of the reasons, men tend to be closed out to this kind of conversations, sometimes completely ignoring red flags and dangerous behaviors.
The objective of this campaign was to create something impossible to ignore. Pulling no punches with its visual impact, the Reset your Mentality project brings forth well known data accompanied by sensitive, even grim imagery that leaves a lasting impact.
The imagery shows flimsy paper cutouts of the stereotypical, suited up man. Paper is used to represent the delicate nature of life for all of us.
Often depicted as accomplished individuals, the script flips and sees them involved in the most violent acts of self harm. Men statistically choose more violent means of taking their own lives. It’s hardly a poetic approach, but it is very effective.
OOH has many shapes and forms, and so should the campaign. I visually deviated from the poster series, in increments, depending on the outlet. That ensured the execution stayed fresh and impactful.
With such a sensitive topic at hand, the campaign was expected to receive criticism, but was received positively by the Miami audience.
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