Still Visuals for Depression Campaign
Exploring the social issue of “hidden” depression, and how depressed individuals might sometimes hide their condition from their friends.
Our four photos and one video are presented as an advertising campaign targeted towards young adults aged 18–25, with the pieces urging people to be more vigilant and to look out for friends who might potentially be depressed. In an attempt to better appeal to our target audience, we have included commonly used elements of social media- such as Emojis and Instagram — as well.
Facade of Faces
This photo is centred around the idea that even in face-to-face interactions, depressed individuals might hide their condition from their friends. We have represented this visually with the use of emojis, utilising the cognitive theories of memory, salience and culture (due to its frequent use by our target audience) to create an image that is both impactful and easy to understand. Words have also been used to further emphasise the underlying message.
The emojis are signs that could fit under any of the three classifications of semiotics. They are iconic as they bear resemblance to their respective faces and are indexical because these faces are indicative of their respective emotions (a smiling face represents happiness). Emojis are also symbolic because despite its literal nature, they are nonetheless a product of our social media culture and its meaning must first be learned before it is understood.
From a technical perspective, one quality that is present in all our material is the use of depth. Using interposition to place our subject in the forefront, we use depth of field to ensure that viewers are paying full attention to what we want them to look at.
Some people hide behind filters
While our previous photo was based on face-to-face interaction, this photo instead focuses on depressed individuals perpetuating a false identity online. The internet has made it easier than ever for someone to create a facade of happiness, and we show this through the two contrasting faces on the screen and in real life. Once again, our use of Instagram utilises the cognitive theories of memory, salience, and culture, while words are included for further emphasis as well.
We have also manipulated the cognitive theory of expectation by changing the names of the Instagram filters to represent certain emotions instead. This helps visualise the idea that much like filters, some people hide an “edited” persona online, and this play on our viewer’s expectations will help to better capture their attention.
In today’s society, there is a stereotype that depressed people are perpetually sad individuals who never appear happy. From a personal perspective, we hope to remind audiences that people suffering from depression can hide their emotions in the presence of others, and this photo highlights how easy it is to do that in a digital age.
It’s not always black and white
While the previous two photos are based on a particular scenario, this photo is more representative of our social issue as a whole. The use of colour (or lack thereof) paired with the words “Depression isn’t always black and white” combine to make for an impactful message — that depression can sometimes be hidden behind a smile. The image also applies the Gestalt theory of similarity, as the four subjects are framed in a similar fashion and when put together create a sense of visual harmony.
The pictograph at the bottom of the picture is a statistical infographic that helps viewers to understand the included statistic (1 in 4 young people show signs and symptoms of depression) more easily by visualising it. The statistic also utilises the persuasive appeal of logos, and pathos is also used to a certain extent as the subject matter discusses an issue that could be close to viewers’ hearts.
From a cultural perspective, our material presents a topic that is not widely discussed due to preexisting social stigmas. Depression is usually regarded as a state of mind rather than a legitimate mental illness, and we hope to dispel that misconception with our photos and video.
Depression Infographic
The primary intention of our first three photos was to raise awareness about our social issue of hidden depression, and we decided to make our final image a statistical infographic to provide viewers with more tangible information once we had captured their attention. Possessing a linear graphic movement from top to bottom, The infographic contains a host of useful information such as general statistics and common misconceptions, to name a few.
From a technical perspective, the infographic possesses a very clean design, adhering to the rules of balance and rhythm by placing an equal amount of elements on both sides of the image, and directing the viewer’s eye in a natural fashion. There is also a sense of unity, with flat design elements being used throughout the entire graphic.
From an ethical standpoint, we adopted a golden mean perspective by trying to create a visually appealing piece while retaining our purpose of educating people about hidden depression. From a personal perspective, we hope that by reading this infographic, people will be more aware of the symptoms of depression and will be in a better position to identify and help friends who might potentially be depressed.
