JPW recognized the need to create a meaningful campaign that is direct and emotional to move the needle, chip away at common stigmas and enact change. Market research was performed through a SWOT analysis, thorough discovery sessions and focus groups with key stakeholders to hone in on what the district needs to be successful. 

The resulting campaign is direct, raw, approachable and—most importantly—market tested with students in the district to ensure the messaging and graphics will resonate. Let’s Face It. Together. shows what people see on the surface versus what students are struggling with in silence, symbolizing the often-silent subtext. The letter E in “FACE” is flipped to face the rest of the word as if in a conversation while projecting the togetherness the campaign seeks to highlight. Vibrant and electric colors are meant to offset the heavy topic showing a juxtaposition of hope and new life. The angular shapes bring a sense of forward movement, showing progress.

This campaign doesn’t shy away from the gravity of mental health struggles. This is the reality of what our students are battling each day.