BetterOption Ad Campaign
About
BetterOption is a comprehensive mental health campaign that addresses the challenges faced by individuals grappling with stress, burnout, and isolation. Through a combination of impactful billboards and website, the campaign seeks to promote mental well-being, raise awareness, and alleviate the stigma associated with mental health issues.
Project Vision
BetterOption’s vision is to create a supportive and empathetic environment for those experiencing mental health challenges. It aims to empower individuals by providing them with easy access to resources, personal stories, and a sense of community, ultimately fostering a positive impact on their mental well-being.
Skills
Tools
Photoshop
After Effects
Solution
Digital Platform
The campaign’s digital platform provides a seamless user experience, offering personal stories, testimonials, and a curated collection of mental health resources.
Billboards
Eye-catching billboards aim to grab attention in public spaces.
Context
Problem
Mental health challenges, such as stress, burnout, and isolation, have become increasingly prevalent in today’s society. These issues are often exacerbated by the stigma surrounding mental health and the difficulty of finding reliable resources. To address this, BetterOption was developed to bridge the gap between individuals in need and the support they require.
Opportunity
The opportunity lies in creating an integrated campaign that not only provides essential resources but also tackles the societal stigma around mental health. By combining impactful billboards with an accessible online platform, BetterOption aims to reach a wide audience and make a meaningful difference in people’s lives.
Research
Process
In order to create an informed and impactful campaign, extensive research was conducted to understand the needs, behaviors, and pain points of individuals facing mental health challenges. The research process encompassed user interviews and surveys, which provided valuable insights into the unique struggles individuals were facing.
Stigma and Isolation
The stigma attached to mental health challenges was highlighted during research. Participants expressed concerns about how discussing their mental well-being might negatively impact their personal and professional lives. This stigma often led to feelings of isolation and a reluctance to seek support.
Desire for Community
Participants yearned for a sense of community and connection with others who understood their challenges. They expressed a strong desire to share experiences, gain insights from peers, and find encouragement through relatable stories.
Digital Accessibility
Research also highlighted the significance of digital accessibility in reaching individuals experiencing mental health challenges. Participants expressed a preference for online platforms that offered easy access to resources, enabling them to seek help discreetly and at their convenience. This underscored the importance of creating user-friendly digital interfaces that cater to diverse needs and technological proficiency levels.
Personas
Process
Based on the collected data, personas were created to represent different segments of the target audience. These personas helped guide the campaign’s development by providing a relatable and empathetic perspective.
Biography
Sarah is a young professional who has been navigating the fast-paced world of marketing for the past five years. She’s ambitious and hardworking, often juggling multiple projects and deadlines. Sarah recently moved to a new city for a job opportunity, leaving behind her close-knit circle of friends and family. The relocation has brought on feelings of isolation and a heightened sense of responsibility.
Goals
- Advance in her marketing career and take on more challenging projects.
- Establish a new social circle and build connections in her new city.
- Manage her stress levels and find effective ways to balance work and personal life.
Needs
- Access to reliable resources for managing stress and avoiding burnout.
- A supportive community where she can connect with like-minded individuals.
- Practical tips for time management and maintaining a healthy work-life balance.
Pain Points
- Struggles to find local support groups or resources for managing stress.
- Feels overwhelmed by the demands of her job and her efforts to adapt to a new environment.
- Experiences moments of isolation and loneliness due to her recent move.
Biography
David is a dedicated high school teacher who is passionate about educating and inspiring his students. He’s been in the teaching profession for a while and has faced his share of challenges. Lately, the increasing demands of his job, coupled with personal responsibilities, have been taking a toll on his mental well-being.
Goals
- Continue providing quality education and guidance to his students.
- Find effective ways to manage his stress and maintain his enthusiasm for teaching.
- Create a better work-life balance that allows him to spend quality time with his family.
Needs
- Practical strategies for managing stress and avoiding burnout in a high-pressure job.
- Access to resources that address the unique mental health challenges faced by educators.
- A platform where he can connect with fellow teachers and share experiences.
Pain Points
- Struggles to find time for self-care and often puts his needs last.
- Feels isolated in his profession and lacks an outlet to discuss his challenges with peers.
- Experiences moments of frustration and emotional exhaustion due to the demands of teaching.
Biography
Emily is a talented freelance graphic designer who thrives on creativity and independence. She enjoys the freedom of working on diverse projects, but the irregular income and demanding clients have led to heightened stress levels and occasional self-doubt.
Goals
- Establish a stable client base and achieve financial security as a freelancer.
- Develop effective strategies to manage stress and maintain a positive mindset.
- Find a supportive community where she can share her freelance experiences and challenges.
Needs
- Practical advice on managing the ups and downs of freelancing and dealing with difficult clients.
- Resources for building resilience and cultivating a healthy work-life balance.
- A platform where she can connect with fellow freelancers and gain inspiration.
Pain Points
- Struggles with the uncertainty of freelance work and experiences financial stress.
- Feels isolated in her profession and lacks opportunities to connect with other freelancers.
- Experiences moments of self-doubt and frustration when dealing with challenging clients.
Main Takeaways
Reflection
How Did I Feel When Working on This Project?
While working on this project, I experienced a sense of connection. As I delved into the research, personas, and design elements, I found myself empathizing deeply with the struggles of participants. The process was both enlightening and emotionally engaging. It was inspiring to witness the potential of personal stories in creating bridges of understanding and empathy among people facing similar challenges. I felt a mixture of responsibility and commitment to ensure that the campaign’s message was sensitive, relatable, and genuinely helpful.
What Would I Have Done Differently?
Looking back, I might have further explored innovative ways to engage the audience, such as incorporating interactive elements into the billboards or integrating peer support features on the website.
What Did I Learn About Myself from This Project?
This project taught me the importance of empathy-driven design and reinforced my belief in the power of creative solutions to effect positive change. It also highlighted my ability to adapt and refine ideas based on user feedback and research insights.
