The ask for this campaign was highly multi-faceted, and included concepting connecting multiple brands in a cohesive way, followed by campaign naming, writing scripts for a 60-second commercial PSA to be aired nationally, as well as scripts for radio spots and print advertising. The campaign was designed to increase awareness about mental health in this country, and was ultimately designed to drive users to the microsite to learn more about bipolar disorder, and to let people know they weren’t alone.

I was the sole copywriter involved with this project, so I was heavily involved in all parts of this project: from the naming, to all scriptwriting, the microsite and print work as previously described—I got my copy hands on everything. I worked closely with project managers, the account and illustration team, and (of course) my art partner to make sure our concept best facilitated the ask. The final product is a very powerful and moving PSA commercial that the client was very pleased with.