#UNFACED INSIGHT:
Despite ever increasing awareness, the mental health crisis in Ireland remains UNFACED by the Irish Government. A recent Mental Health Commission paper has condemned the “almost total absence” of community mental health support across the State. By creating a movement that ‘unfaces’ thousands of familiar faces across Ireland, we aim to turn this unrecognition of a crisis into real action.
STRATEGY:
A selfie is not just a means of social recognition – it’s a powerful way of expressing our individuality. ‘Unfacing’ a person’s image feels like a shocking negation of their humanity. The government is doing the same thing every day by refusing to recognise the human face of the mental health crisis. We’ll invite thousands of people to become the faces of our campaign, by making themselves ‘unrecognisable’ as part of our #UNFACED movement.
SOLUTION:
A socially led campaign that confronts thoe in power with Ireland’s #UNFACED mental health crisis. #UNFACED appears as the first promoted filter in Stories. A series of sponsored posts and stories are run to drive the movement. Thousands of images are collected and used to form #UNFACED as a projection onto the Dáil building. We takeover Ireland’s leading online news outlets by ‘unfacing’ the images of headline articles to drive home the message.
