HPB Depression Campaign Pitch

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HEALTH PROMOTION BOARD l #nofilterselfie Main Concept Creative Rationale The selfie booth aims to drive home these messages: - In inviting people to take their best selfies, we are saying – taking your best selfie is not capturing your best-looking self but your most natural self. - The interior of the selfie booth is dressed up like a solitary confinement cell where the user enters complete darkness with positive, encouraging glow-in-the-dark messages on the walls. The environment simulates how a depressed person can feel – steeped in darkness. The glowing messages in the darkness convey that light shines the brightest in darkness, that in one’s depression (darkness), the light of hope shines the brightest – in this case, early treatment and support. - At the end of the ‘journey’, the user takes away an informational leaflet at the collection slot, as they would at a photo booth.

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HPB Depression Campaign Pitch

Published on Aug 7, 2015

Kelly Lau

We proposed the main concept of a selfie booth where we invite people to take their 'best selfies' in this #nofilterselfie movement, where it is about not hiding behind a mask and coming face to face with how you truly feel – taking your best selfie is not capturing your best-looking self but your most natural self. The interior of the simulated photo booth is dressed up like a solitary confinement cell where the user enters complete darkness save for the positive messages on the walls that glow in the dark – which we portray as a ray of light/hope that shines in the user's 'darkness of depression'. Thereafter, the user is prompted to take away an informational leaflet on early treatment at the collection slot, as one would collect their photos at a photo booth. Visually, we adopted a back-to-basics black and white, no-frills style to convey the seriousness and realism of the topic.