Depression is not a broad discussed topic in The Netherlands, it is even portrayed as an inhibition. That is a big contrast with the 800.000 people actually suffering from depression. Enough reason for the Ministry of Health, Welfare and Sports to ring the alarm and create awareness for the topic, especially to create an understanding for the gravity of the situation. Hopefully this leads to educating the public on recognising the first signs.
“That depression is a serious illness, is known” says Steef Nijhof, Creative Director Publicis, “but only after talking to patients and carers in preparation of this project we understood the intense impact it has on the patients and their surroundings.”
It is a known fact that more people die from depression than in traffic, so by creating awareness with this campaign might work preventive, hopes Nijhof.
The sound is an import part of the campaign to emphasise this oppressed feeling. Rens Pluijm, Head of Sound Design & Founding Partner, created together with Joep Meijburg, Sound Designer & Composer, the sound design for the ads. The intense and distressed feeling is the focus point to create the unbearable feeling depression gives. “We wanted to push out all sense of reality”, says Pluijm. “The subtle noises of the surroundings should create the feeling that you are not really there.”