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SANE Mental Health Charity - Xmas Campaign


Christmas is filled with joyful imagery, but for many, it’s a time of quiet struggle.

While at Iris London, I developed a visual concept that became the foundation for SANE’s Christmas campaign strategy: a series of double sided wrapping papers. Bright and cheerful on the outside and unexpectedly vulnerable within, each design highlighted hidden emotional strain as the paper was torn open, delivering the line “You don’t always know what’s going on inside.”

Using the act of unwrapping and subverting typical glee festive imagery, the campaign raised powerful awareness around mental health at Christmas and encouraged greater compassion. It ran across direct mail, social media and PR, all driven by this core creative idea.






Client: SANE Mental Health Charity

Type: Direct Mail, Campaign Strategy, Design, Social, PR

AGENCY: Iris Worldwide

Awards: Design Week Lightbulb Shortlist



 




By printing the wrapping paper double sided it conveyed a powerful reveal for SANE Mental Health Charity's Xmas campaign.
2017 — Frogtown, Los Angeles