Anupa Joshy
Redefine Schizophrenia
Brand Identity Design
Print Design
Illustration
Sound Design
"Redefine Schizophrenia" is an anti-stigma campaign designed to foster a better understanding of schizophrenia and cultivate empathy for those affected by the condition. Over a three-month period in association with the National Institute of Mental Health and Neuro Sciences (NIMHANS), the campaign included in-depth research, discussions with professional doctors and counsellors, and a carefully designed public survey. The insights gained from these activities led to the creation of a series of products for the campaign. The project features a blend of illustrations and warm graphics to appeal to people of all ages. The campaign is structured into four distinct parts, each contributing to raising awareness under a unified brand identity.
Objective
Strategy
To delve into the complexities of Schizophrenia and form a well-curated, anti-stigma campaign. The campaign must be designed to stimulate empathy towards the difficulties faced by those affected by the condition. The flow of information is intended to guide the audience in a way that ensures they are equipped with the correct information. This knowledge will enable them to make empathetic decisions and act with compassion in their hearts.
Schizophrenia is a severe mental illness characterized by hallucinations and delusions, which can sometimes be disabling. Unfortunately, many people misunderstand the illness, often drawing quick and unfounded conclusions based on societal stigma and media portrayals that wrongly associate it with violence.
In the project, great care was taken in how schizophrenia was represented to avoid reinforcing these misconceptions. Instead of oversimplifying the information, the project was divided into four key parts, each aimed at addressing the stigma:
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Raise awareness about schizophrenia and dispel myths surrounding the illness.
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Help others understand the challenges faced by those living with schizophrenia.
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Encourage strategies that empower individuals to share their stories and experiences.
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Reduce isolation and discrimination, promoting acceptance in everyday life.
Ultimately, the project aims to emphasize that people with schizophrenia are human beings capable of living full lives, while navigating both the illness and societal barriers.
Core Brand Values
VOICE VALUES
VISUAL VALUES
Logo
Symbolism
As the campaign's name is long, a clear typographic logo with a dynamic element was decided to be the brandmark. As they are both unique entities, they can also stand alone. The dynamic element signifies a chaotic but beautiful plumeria flower that is highly resilient in the harshest weather and soil conditions. Much like people who have Schizophrenia are treated to societal judgements and the chaos they suffer. But despite the chaos surrounding them, the flower depicts that they are still human beings who have a heart, are beautiful, and deserve equality. Each person experiences different symptoms and different circumstances. Hence, the dynamic flower element is free to change in size and design.
Campaign Structure
TO TACKLE
Break the existing stigmas attached to Schizophrenia.
TO FEEL
Understand the illness from a personal perspective in the form of a poem.
TO SPREAD AWARENESS
Provide important and comprehensive information about Schizophrenia.
TO EXPERIENCE
Obtain first-hand experience of the illness to create empathy.
