Utility Creative worked with Beyond Blue on the National Depression Initiative to deliver confidential depression and anxiety messages to the target audience via SMS and print media. Urban areas of Melbourne, Sydney, Brisbane, Perth and Adelaide (youth campaign) as well as regional Western Australia (mining campaign) were chosen for the campaign. Focus testing allowed for a uniquely tailored message, and gave rise to a highly effective campaign.
Inspiration can come from anywhere, it could be the smell of the coffee beans roasting on the walk to work or a hand painted sign that expresses more personality than a computer generated design using Helvetica ever could...
