LONELINESS KILLS
REVOLT
CAMPAIGN
A winter campaign tackling loneliness during a period when it’s often found at its peak.
According to the World Health Organization, loneliness has been found to have the same physiological effects on the body as smoking 15 cigarettes a day, highlighting the severity of its impact on public health. These findings underscore the serious impact of loneliness and highlight the need to address this concern. How can design amplify and address this issue?
FEATURED IN
︎︎︎ It’s Nice That
︎︎︎ The Brand Identity
BREAKING THE CYCLE
The campaign urges people to break the cycle of isolation through random acts of kindness — encouraging them to reach out to friends, family, and strangers alike, emphasising the transformative power of simple gestures in fostering a sense of belonging and community.
DESIGN DECISIONS
By leveraging the iconic aesthetics of cigarette branding and packaging, the design incorporates poignant slogans and visuals that prompt reflection on the impact of loneliness. Threading these graphics together was the choice to utilise a single colour, blue, carrying an emotional resonance that stems from the association of it being the “loneliest colour” and the symbolic expression of feeling blue.
