The campaign resulted in a 182 % increase in searches related to mental health on the UMO website. It also received a Gold medal in the Swedish Kolla! Award, the Jury’s Special Vote in the Swedish Design Award, a Silver in the Swedish Publishing Award and a Silver in Månadens kampanj from trade press Resumé.
The copy in the poster above is from an actual letter to UMO, edited only for sake of anonymity. I don't think we could have written anything more emotional even if we tried. You just can't make stuff like that up. And there were (sadly) many letters like this to choose from. The CTA leads to other stories from teens.
Apart from the story, the character design was one of the main challenges in this project. We needed to find a way to visualize the mental health issues and also make teenagers identify with the characters. We opted to make them emotive but completely void of associations to gender, age, sub-culture, ethnicity, etc, to make them easier to project yourself onto.
