Bachelor project by Julian Aaskov Mikkelsen & Patrick Tabone
Disclamer: I do not own the rights to advertise for Psykiatrifonden or Danske Universiteter. I do not intent to use this for monetisation. This is only an educational project with no association to before mentioned brands.
Project: bachelor project
Client: Psykiatrifonden
Target Group: relatives, friends and next of kin to people with mental disorders.
Assignment: mental health campaign, with directive to emotional first aid and self help.
Duration: 3 months & 1 week
The idea & concept
This bachelor project was a huge undertaking. Both me and my friend Patrick wished to create something last project, which was inspired and personal.
I had personally experienced and seen friends fight with mental disorder every day. In our current society there seems to have evolved a global plague of mental illness, especially in the younger generations. Which has taught the world a great deal about mental practice and how to address the disorders.
But then we took a moment to think. What about those of us who are next to kin, relatives or close friends? How are we affected by their suffering and do we take care of our mental needs?
Credit: Cottonbro Studio (Pexel.com)
Did you wish friends with mental disorders were more open about their struggle?
Number of participants:
During our research, we had several question sheets posted on instagram to learn more about our target group’s insight.
On the left are some of the general questions we would ask and the overall feel from our target group.
The intent
After a long period of research and insight into our target groups relation to the issue, we finally begun brainstorming.
We realised that what people needed wasn’t a new app or digital guide, but an emotional first aid ‘kit’, with a primary deck of cards to help navigate the issue.
A way to establish borders for your own mental health, while connecting with said friend or next of kin who struggled with the mental disorder.
The product
We created a box, a so called emotional first aid box, which consists of three elements. The box itself, a deck of cards with real practices/exercises from mental health professionals and a mind journal.
The box
The box was inspired by a simple and minimalistic design, which communicated our theme of the inner workings of a person’s mental health.
The inner lid of the box has a motivational quotes from the american psychologist Guy Winch and his book about emotional first aid.
The cards
The cards are the core of our campaign and design.
72 cards parted into three different categories to help the target group navigate their own priorities and mental focuses.
Preservation (Forebyggelse)
These cards helps strengthen the person’s own ‘immunity’ and mental health.
It arms them with knowledge they can use to set their own boundaries.
First Aid (Førstehjælp)
These cards are a direct helping tool, much like their name imply.
It helps a person, when they are trapped in the chaos of anxiety and restless thoughts. Things that could develop into more serious mental disorder if left ‘untreated’.
Group Exercise (Gruppeøvelser)
The last batch of cards is all about cooperation between the target group and the friend or next of kin with the mental disorder.
It builds a bridge with better understanding and boundaries for each person involved.
The journal
The last element of the campaign’s product line, is a mind journal. The journal contains pages for writing down thoughts and reflecting on ones mental state.
Some of the exercises, from the cards, also require the use of the journal. So called ‘Tankerum’ (mindrooms) are some of the additional aspects which are based on the book “Pårørende” by Louise Meldgaard & Line Hauptmann.
Simplicity overall
The page spreads in the journal are designed with an insight in simple and easy to understand experience. This allows the reader to gain a faster summery of the layout and use of the material in the journal.
SoMe & customer journey
In terms of exposure and advertising, we planned an initial launch day for the campaign at the grounds of our target consumers; the university campuses.
Here we would collaborate with other mental health and wellbeing organisations from a two-day or week long ‘event’, which would focus on the mental health of all university students. We would launch our product from there with a workshop.
In the end it would crossover to the campain’s Instagram, which could promote the messages and direct students to the campus store, where they could purchase the box.
E-mail & Tlf.
