Description
We built awareness around hidden emotional distress by spotlighting one of the most common self-protective lies, “I’m fine.” Rather than relying on dramatic visuals, the campaign used repetition of the phrase “I'm fine” as a behavioral cue, turning subtle overuse into a powerful signal of masked pain.
A minimalist visual identity carried this insight across in-clinic posters, WhatsApp communication, and digital touchpoints, engaging individuals struggling with emotional challenges and those around them who often miss the signs. The idea resonated for its quiet honesty, positioning Wellbeing Plus as an empathetic, perceptive brand attuned to the unspoken language of mental health.
This professional campaign titled 'I'm Fine' was published in India in September, 2024. It was created for the brand: Wellbeing Plus, by ad agency: Bud. This OOH Outdoor medium campaign is related to the Health and Professional Services industries and contains 1 media asset. It was submitted about 3 hours ago.
Credits
Copywriter - Manoj Kumar K
Designer - Kavya S
Creative Director - Manoj Kumar K
