He's Doing It
Completed and presented in a rough format as part of a university module on advertising and idea generation.
Create a campaign promoting Dignitas in either a positive or negative manner to working class fathers from the North West of England.
Through research I identified a range of key insights in the life of working class fathers from the north west and the Dignitas service.
Finding that Dignitas main service was actually in providing counselling for families of terminally ill individuals and seeing high levels of care givers who suffer from mental health problems amongst the target market this campaign aims to reposition Dignitas as a counselling service whilst attempting to break down the stigma stopping many working class men seeking mental health help.
The campaign promotes the idea that more people are talking to a counsellor than you would think through mild innuendos and humour in an attempt to normalise a stigma