Girls Night In Campaign
This campaign aims to remove the stigma that surrounds mental health and encourage young females to ask for help when they feel they are struggling. Girls Night In is being created because 54% of Australian’s who suffer with a mental illness do not access any treatment (Black Dog institute). This is more then half of Australian’s feeling alone, hiding how they really feel and not getting the help they deserve. The campaign targets young females aged 18 -24, as females are more likely to experience mental health illnesses, than men (Beyond Blue).
The goal of the campaign is to encourage people to have real conversations about how they feel. It aims to remove the stigma around mental health and help people feel less alone when they are struggling. It was sponsored by the skin care brand "Go-to" and encourages girls to have a girls night in with their "go to's", do a face mask and unmask how they really feel. The face mask symbol not only represents the physical product, but also the mask that so many people put on to pretend they are okay. The names of the face mask variants and the poster titles are questions recommended to ask the people around you to check in on how they are, hoping to spark conversation.