The Brief:
This was a self directed brief of our choice. Offload is a male centred mental health program ran by Rugby League Cares in Warrington, Widnes, St Helens and Salford. It hopes to engage men from an early stage where they may be struggling with their mental health and encourages them to speak out and seek help.
The Tag line:
The campaign uses the line "Dare to Care" this is a masculine line which is memorable and challenges the man to become invested in their own mental fitness, much like the gym down the street which advertises various challenges and who is leading that challenge. I wanted this to be viewed the same way, to elicit that competitive edge for the man to sign up and undertake what could be a very important and life changing challenge. On the other side of this the more men we can draw into the program the more funding we can secure from the National Lottery to ensure the program runs for many more years to come.
The font and colours:
As the campaign was designed to be striking and memorable, I decided I needed a font which would add to the images and give it a more hand written kind of style. For the colour I decided to move away from the standard black and yellow that Offload tends to use, I wanted this to be eye-catching. I decided on an orange and blue pairing as it just gives the campaign posters a bit more impact.
The Concept:
Previous campaigns have featured rugby players from the professional clubs but as you can imagine each season this can quickly be outdated when these players move on or retire. I wanted to display a powerful message. The eyes are hidden to signify how Men will often hide how they feel. These images then change to showing the eyes on the other poster as these individuals have gone through the program and become confident enough to discuss their conditions or how they feel. By using faces of those who attend the sessions, I wanted to give someone who walks through that door the first time a face they recognise and make it easier for them.
