SHAHEEN BHATT: I'VE NEVER BEEN UN(HAPPIER) | Digital LAUNCH
The Context:
Shaheen Bhatt's memoir recounted her journey through the darkest times of her life with a raw and honest look at the side of mental health we don't talk about.
Any battle with a mental health illness depends a lot on the support and love you receive from your family and friends. But due to a lack of awareness and a stigma attached to the topic, they aren't equipped with the tools to spot the signs or how to help you deal with it.
The Insight:
Depression and anxiety are the invisible killers in our society. More often than not, the people closest to those affected by it have no idea what the other person is going through. The true reality of their plight is hidden behind a happy facade but it's important for their loved ones to recognise the signs and be aware enough to be able to support them.
The Idea:
To showcase this hidden truth, we created a series of posts that dug deeper into the "I'm Fine" facade. These posts were geared towards spreading awareness through a creative use of typical happy words that actually contained the reality of the situation within them.
Courage became rage, laugh became ugh and pleasure became a plea. We also had Shaheen's sister Alia write her an emotional letter filled with all the things she wish she could have said and how proud she was of her sister.
The Result:
Became the No. 1 Bestseller on the windle store in just 3 days