Aware – Beat The Blues
In 2012 Aware approached Clickworks to rebrand their ‘Beat the Blues’ programme. The programme has been running in secondary schools for over 15 years. It is aimed primarily at transition year students. The programme seeks to educate this age group on depression – how to identify depression and to provide coping mechanisms. We spent considerable time carrying out desk research on the psychology behind the programme, before tackling the design brief. This enabled us to give the project an innovative and creative new identity. We devised a new name for the programme – ‘Think. Feel. Act’ – based on ‘The Coping Triangle’, the key element of the programme. This empowering title showed the programme in a new light – something to be proactively involved in. We also gave it a new ‘doodle’ style. This style reflects a students notebook, resulting in something that the target audience were more likely to engage with. We combined these doodles with images of upbeat teens to give the target audience someone to relate to and engage with. Therefore, copywriting, conceptual design and project management are all integral in the campaign’s success. The new programme tested incredibly well with students and teachers, resulting in the programme being taken up by every secondary school in Ireland.