THE BIG STIGMA

CLIENT: HEADSPACE

DISCIPLINES: ART DIRECTION, DESIGN

How do you start a conversation around an issue no one can see? By making a statement nobody can ignore.

Located in the centre of Melbourne’s CBD, the Big Stigma was a tangible symbol of the challenges faced by young people dealing with mental health issues. By inviting the public to ‘help tear it down,’ it became both an interactive and educational way to highlight the issue. Each piece of the Stigma was printed with myth-busting mental health information and personal stories, so the more people removed pieces, the smaller the Stigma became - and the more the conversation grew.

Covered nationally, the Big Stigma cast a spotlight on headspace’s cause. Awareness of the organization and its purpose increased by 31% to its highest recorded level ever, and recognition among young people in particular jumped by 20% - also a new high.