Client: ASA Magazine
In light of October being global Mental Health Awareness month, ASA Magazine joined forces to help people reveal their layers and open conversations about mental health issues. Joining forces with talented artist, Farai Engelbrecht; authentic, quirky and unique local fashion brand, Loskop; the South African Depression and Anxiety Group (SADAG); and The Impact Hub, ASA Magazine aims to extend the reach of this conversation as far as possible.
Art Direction
Campaign Identity
Graphic Design
Photography
Chosen as a universal symbol of comfort and reassurance, a collection of uniquely numbered, limited-edition hoodies will be produced and sold in this campaign. We aim to use fashion and art as means to generate conversations among various social groups. By offering wearable art, this collaboration sheds light on more mindful approaches to detecting, understanding and dealing with mental health issues such as depression, anxiety and suicide. One way in which this will be integrated will be the use of a QR code on the hoodie which people can scan. This will direct them to a dedicated campaign landing page on ASA’s website with resources and helplines. We will emphasize and link SADAG on the page so people have quick access to them and their services if needed in an emergency.
All proceeds from the sale of the hoodies will be donated to The South African Depression and Anxiety Group (SADAG).
Photography Credits: Michelle de Clercq
The Hoodie featured artwork created by local South African artist - Farai Engelbracht AKA Samurai-Farai.
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The campaign introduced various influencers to help start the conversation.
Each influencer shared their personal stories and struggles with ASA’s community.
NINA HASTIE
Photography Credits: Michelle de Clercq
Trigger warning: sexual violence and suicide
"...I had a suicide attempt when I was very young. I think I had 2 actually. But anyway, whatever. I can’t really remember. My memory is so affected. There’s so much trauma that’s happened and my brain has also just blocked out a lot of stuff. To the point where, the other day I remembered something and I was like, “Ohh, that’s a horrible thing that happened, but because there was so much other trauma… I know this sounds terribly dark, but I was like oh, you know, some of the rapes weren’t as bad as the others. Just like a small sexual assault thing that I totally forgot about…” I know that seems like a strange thing to laugh at, but I’m just like, what else am I supposed to do?…"
"Even if you think you’re not loved, even if you’re in a hopeless situation, your life has meaning."
- Nina Hastie
KIM JAYDE
Photography Credits: Migal Van As
Creative Direction: Michelle de Clercq
"When I decided to chase my dream, I never imagined it would be met with so much cruelty from total strangers via social media.
It’s called "Cyberbullying”.
I’ve come to learn (partly through seeking professional help) that “Hurt people – Hurt people!” And the words and actions of others are not my responsibility or burden to take on.
At this point I feel like I’ve heard it all. From being body shamed n called fat, to being called a whore, to xenophobic messages telling me to “get the f*ck out of SA & go back to Zimbabwe.”
I am a "Public Figure” so I’m supposed to “take it cos it comes with the job”.
I am also a real person with real feelings and words hurt.
I’m sharing my experience with Cyberbullying so that anyone going through it knows they’re not alone!”
- Kim Jayde
Every statement printed in this newspaper is a direct message or a comment Kim received on Instagram in a 24 hour time frame.
Newspaper Design: Michelle de Clercq
SURAYA ROSE SANTOS
Photography Credits: Migal Van As
Creative Direction: Michelle de Clercq
