Boost (branding and advertising)

Boost branding and advertising

Problem Statement
Millenials have a high rate of depression and yet have low access to receiving treatment for it due to the stigma around mental illnesses and financial issues. Only one third of the people with depression receive treatment, despite the fact that depression is one of the most treatable mental illnesses. There is a link between depression and other mental illnesses and physical side effects, so it is important for people to know the warning signs that are both mental and physical.

Community Affected
Millenials who are struggling with depression are the primary community affected. A secondary affected community are close friends and family worried about someone who may be depressed. Millenials are people born between the early 1980s and the late 1990s. This age rage generally consists of college students and young professionals. Typically they work part-time, but will work multiple jobs. Millenials are also generally prefer flexible hours for school and work, so their lives rarely have a consistent schedule. Balancing college and work doesn’t leave much time in their day, so it can be common for them to feel overwhelmed. This generation generally doesn’t have the finances to afford living expenses and treatments for depression. Time is also important to millenials, if they don’t feel like their time is being used productively with a treatment or activity they are more likely to cut it out of their busy day. Millenials often gravitate to urban areas or second cities. They are a very social generation, but widely rely on technology to communicate and stay connected. Millenials also have a different way of thinking from other generations. Millenials are more goal oriented rather than process oriented. This helps give millenials a sense of individuality. Millenials also generally stand up for their beliefs. Over the past few years there have been great strides in fighting the stigma around mental illnesses, but these have mostly been personal cases or through social media. 

Project Objective
The objective of this project is to raise awareness of depression and provide information and treatment to millenials with depression.

Project Goals
Fight the stigma around depression and mental illnesses
Provide access to treatment to people suffering from depression
Provide information for people who know someone with depression

Audience
The audience is the same as the affected community.

Research-Based Key Points and Insights
Millenials have a very high rate of depression, but a very low rate of suicide
Women are twice as likely as men to experience depression
Between 66% and 80% of people with symptoms of depression aren’t treated
Estimated 121 million people world wide suffer from some form of depression
The United States is the 3rd most depressed country in the world
Millenials have turned towards medication or alternate treatments such as exercise or socialization

The Big Idea
The big idea of this project is to provide an all-in-one brand that provides access to affordable treatment for depression and information all while fighting the stigma of mental illness.
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