Talk about Depression doesn’t target people with depression—rather it targets the relationship between the sufferer and their loved ones. The presence of the campaign is light, and humourous: a surprising amount of the reluctance to talk about depression is fear of awkwardness.
Placement of the visuals will be in social contexts (cinemas, pubs, buses)—ideally reaching the audience in places sufferers and loved ones are together, but also when the loved one has the sufferer in mind.
The goal of this campaign is to change the perception of depression from being this big, scary beast into something smaller and more manageable. Empowering loved ones with the knowledge that their care is the most effective help that can be given will hopefully open dialogues, and consequently contribute to the end of the social stigma.