Safe Space

The Great Expectations

Agency: Yellow


Declared as the Most Depressed Country by the WHO, India has the highest suicide rate in the South Asian Region. The stigma surrounding suicide is widespread and often treated as a taboo. Striving to break this stigma, Safe Space India sheds light on suicide and mental health issues through social media, educating the audience through a combination of facts, figures, and science, highlighting signs to look out for, and encouraging them to seek help. #TheGreatExpectations showcases how expectations set by families, teachers, bosses, and others affect an individual’s mental health. When the bar is set unreasonably high, the pressure can often drive people to kill themselves by suicide.

This professional campaign titled 'The Great Expectations' was published in India in December, 2019. It was created for the brand: Safe Space, by ad agency: Yellow. This Digital medium campaign is related to the Public Interest industry and contains 6 media assets. It was submitted over 4 years ago by Founder and Creative Director: Shrey Doshi of Yellow.


Advertising Agency: Yellow | Branding and Digital Marketing Agency, Mumbai, India
Concept and Creative Direction: Neeraj Menon, Milind Gawas
Writer: Priyanshee Parekh

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