We wanted to send the message that sunlight, a natural source of vitamin D, helps combat depression.

In malls, theatres and office compounds, we placed thought-provoking stories in the form of leaflets, but with a twist. The originally sad story got completed, and turned into a happy story, when exposed to sunlight!

This was done through a second layer of print, which was invisible normally, but appeared in between the original lines when exposed to sunlight. These new lines transformed the sad story into a happy, cheerful one- exactly what happens when skin is exposed to sunlight, causing it to manufacture Vitamin D! The twist was that the reader had to go out into the sunlight to read the full story!

We communicated the message through strategically placed leaflets at malls and corporates. Thus targeting those who deprive themselves of sun by shopping in indoors/ sitting long hours inside. Placement of the leaflets was done specifically at dimly lit office spaces with easy access to sunlight, so that anyone who needed to see clearly could just move a few feet into direct sunlight. This targeting enabled us to reach out to the right audience, ensuring they could benefit from the insight.

The ads became a conversation point because of their interactive nature and uniqueness. We effectively got people to step out and into the sun, even if just for a few minutes, to read the ad and get their daily fill of Vitamin D, and build on the connection. The positivity of the stories, and that quick shot of happiness sent the message across in a unique way!