Johnson & Johnson’s emotional PSA depicts severe depression as a maze to navigate

A sobering new PSA from Johnson & Johnson likens navigating severe depression to a maze, demonstrating how it can be a confusing challenge for both the person struggling and their caregivers. The short film, created by Edelman, shows how debilitating severe depression can be, both for people living with the condition and their caregivers, through the story of a woman who seems to be severely struggling and her caregiver, who can’t seem to navigate the labyrinth of how best to help her. “Breaking Depression: Out of the Maze” intentionally focuses on caregivers, acknowledging the difficulties faced by those who step up to care for people living with the condition. The spot aims to show that with the right support and information, both the affected party and their caregiver can find a way out of the maze and into recovery. Also read: Athletes share pre- and postgame rituals in mental health PSA The campaign was created with counsel and insights from the Global Alliance of Mental Illness Advocacy Network (GAMIAN) Europe and the European Federation of Associations of Families of People with Mental Illness (EUFAMI) and was inspired by real-life anecdotes and analogies shared by people living with depression and caregivers in online communities and forums. According to Johnson & Johnson, the creative team at Edelman spent weeks researching and listening to land on the concept of a maze. Among these insights, the team learned that caregivers often put their own health and well-being on the line to provide the constant support and care needed for those struggling. Additionally, they are often also the ones responsible for pursuing specialized care for their loved one. The film was produced by Czar Sao Paolo and directed by Pedro Giomi and Leo Cosme. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Johnson & Johnson’s emotional PSA depicts severe depression as a maze to navigate

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