According to the WHO, India is the most depressed country in the world, followed by China and the USA. This has led to the highest suicide rate in the South Asian region says a powerful new print campaign called The Great Expectations, from Safe Space India and created by Mumbai-based agency, Yellow.
According to the campaign:
“The stigma surrounding suicide is widespread and often treated as a taboo. Striving to break this stigma, Safe Space India sheds light on suicide and mental health issues through social media, educating the audience through a combination of facts, figures, and science, highlighting signs to look out for, and encouraging them to seek help. #TheGreatExpectations showcases how expectations set by families, teachers, bosses, and others affect an individual’s mental health. When the bar is set unreasonably high, the pressure can often drive people to kill themselves by suicide.”
Advertising Agency: Yellow | Branding and Digital Marketing Agency, Mumbai, India
Concept and Creative Direction: Neeraj Menon, Milind Gawas
Writer: Priyanshee Parekh