Striking Visual Campaign Evokes the Experience of Depression

Ads developed for Dubai Science Park encourage sufferers to self-diagnose and monitor their condition

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Chronic depression can lead to hypersomnia—excessive sleepiness. It’s one of the key signs of the illness and is being highlighted by three crafted print adverts commissioned by Dubai Science Park as it aims to diagnose sufferers.

The “Hostages of Depression” campaign was released on Feb. 22 as print and outdoor ads to raise awareness of the symptoms of depression and encourage people to seek help.

One of the three illustrated pieces within the “Hostages of Depression” campaign

The striking illustrations by Jiawen Chen feature people lying in their beds closed off to the world and are accompanied by the taglines “Maybe it’s not laziness,” “Maybe it’s not procrastination” and “Maybe it’s not slacking” for each piece to capture the pain and suffering people with such mental health issues experience when undiagnosed.




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