Schizophrenia Study – Adolescent Mental Health Campaign
Role: Graphic Designer
Scope: Campaign design across social, print, and transit ads
Tools: Adobe Creative Suite
A marketing campaign designed to recruit adolescents (ages 13–17) diagnosed with Schizophrenia or Bipolar I/II disorder, along with their caregivers, across Orange County and Los Angeles areas.
A social media campaign designed to engage adolescents through relatable
and stigma-free visual storytelling.
Target Audience
Primary: Adolescents aged 13–17 and their families
Secondary: Parents and caregivers (ages 45–64)
Many individuals relied on public healthcare resources, were highly active on social media, and often experienced stigma or fear related to mental health conditions.
Problem
Adolescents with mental health conditions often face stigma and emotional sensitivity, making them less responsive to traditional clinical or medical-style messaging.
Additionally, both teens and their caregivers may feel overwhelmed or hesitant to engage due to fear, misunderstanding, or lack of relatable communication
Solution
To address this, I created a character-driven design that felt more relatable and approachable for a younger audience.
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Character-driven approach
Used a friendly character to create a more approachable and relatable tone for teens.
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Dual identity concept
Subtly represented internal struggles through dual identity without making it feel overwhelming or negative.
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Relatable daily elements
Incorporated school, hobbies, and friendships to reflect everyday teenage life.
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Platform-focused design
Designed primarily for Instagram and Facebook to align with teens’ media habits.
Result
The campaign increased engagement on social media platforms among adolescent audiences and also attracted interest from caregivers. It helped create a more approachable and relatable experience, encouraging both teens and their families to learn more about the study and consider participation.
Avoided overly clinical or negative imagery to reduce stigma and make the design feel safe and approachable.