DIGITAL AND INTERACTIVE

The second edition of Lundbeck Italia's national campaign for World Mental Health Day was a success.
The initiative involved people online and offline, inviting them to break the prejudice about mental illness, every day and everywhere

A communication campaign was created that covered all segments of the population with 3 differentiated activities:
1) an information phase, in which the theme was introduced and told about the 3 most common diseases;
2) a teaser phase, in which the audience was enlarged and the expectation for the event was created;
3) a participation phase, in which everyone was asked to participate in a clear and precise call to action:
break prejudices because it's easy to create them and break them like you do with soap bubbles.

Soap bubbles perfectly represent prejudices because they are generated with ease and superficiality. Prejudices are phrases, behaviors and preconceptions that we can "break" like soap bubbles by raising awareness among the lay population, associations an stakeholders.

CASE VIDEO