Every year the Wellington Samaritans hold a street appeal to raise money to fund their crisis helpline. In 2020 Samaritans wanted to run a two-phase poster and social media campaign leading up to the appeal day.
Phase one was to raise awareness of the crisis helpline service by referencing the anxiety and unease that had been created by the recent COVID 19 lockdown. Phase two was to raise awareness of the appeal day and encourage people to donate.
Blurred imagery was used as a metaphor for the feelings of loneliness, anxiety and depression. Because you could not identify the people in the photographs it suggested that these feelings could be experienced by anyone.
Concept / Design / Art Direction / Headline Writing