Find Your Words breaks the silence of depression by amplifying the

words of sufferers. In film and radio, we highlight lyrics from a hip-hop

icon and depression sufferer. Online, voice-driven technology creates an

interactive experience. On social, co-created ‘cards’ spark meaningful

conversations. Finally, we amplified words from these conversations in

large-scale community murals. Each tactic builds on the last, creating a

self-propelled conversation across paid, owned and earned media.

We transformed OOH into a brand act and a community statement,

creating awareness and earned media attention for the treatment of

depression. We identified social media quotes from depression sufferers

inspired by the brand film. Then we commissioned local artists to create custom artwork for the quotes. Finally, these artists and community youth helped create large-scale murals from the art –highly visible demonstrations of the power of community and words.

In the first three months since the campaign launch in October, the website saw over 160,000 visitors. 80% of those visitors came through unpaid media and referrals versus paid media, demonstrating the success of the site in creating organic interest and conversation. The social media conversation, ignited in part by the site, has delivered over 2.9 million reactions on Facebook and 1.4 million on Twitter. The activity has been picked up in healthcare and mainstream media outlets as well as blogs. Thus far, the campaign has been effective at breaking the silence of depression and creating a conversation about a very difficult topic.