'Happier Place' Takes Gentle Approach To Mental-Health Awareness

To bring awareness to mental health, Dotted Line, a Richmond Va.-based marketing agency, launched "Happier Place" today.

According to National Alliance Mental Health (NAMI)/Virginia, an estimated 1.2 million adults in the state have a mental-health condition. In recognition of this, a guerilla-marketing campaign has hit Richmond. The goal is to raise awareness of mental-health resources, using empathy and gentle humor, to highlight a social crisis.

The campaign is meant to take viewers to a happier place. Window clings and interactive stickers are placed in high foot traffic areas around the capital for residents. The playful imagery encourages you to scan the QR code, which takes you to  https://findyourhappier.place. The site offers gifs to make you smile. The site also directs users to local mental health resources, information and support.

“With such an all-encompassing and vital topic like mental health, this campaign served multiple purposes. Our team got to apply their creativity to a subject matter they are personally passionate about," Jason Anderson, creative director, Dotted Line, told Out to Launch. "We hope this humble piece of creative helps to brighten a dull moment or help people wind down after a long day. And since a campaign alone cannot solve mental-health conditions, we’ve recommended NAMI and the Virginia Department of Behavioral Health and Developmental Services to connect people with real resources and support.”

NAMI notes depression is the leading cause of disability in the world and mental illness costs Americans $193.2 billion in lost earnings per year.

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