The Inside is Difficult to See
Save the Children and Tim Bergling Foundation recently joined forces to reach young people suffering from mental health issues – and offer them support.
With the campaign The Inside is Difficult to See, we aimed to uncover the invisibility of mental health. These issues can be hard to see and to talk about, yet an increasing number of young people suffer from mental health problems without the knowledge or tools to get support.
A lot of people with mental health issues have a strong visual experience of their problems - from black holes in their stomach to their legs feeling like spaghetti. The campaign dramatizes these emotions via illustrations inspired by children’s descriptions/metaphors of their feelings, while showing the importance of Save the Children’s presence in the form of a helping hand.
To reach the kids, we realized we needed to go to a safe space where they spend a lot of time, and where feelings are anything but taboo — Spotify.
We worked with Sweden’s biggest artists like TOVE LO, Alesso, Miriam Bryant, Benjamin Ingrosso, Loreen to transform the Spotify canvases of their latest hits into a new media channel. In a synchronized effort, the Swedish pop elite flipped their canvases to deliver an important message from Save The Children directly to those who need to hear it the most.