Mental illness affects 3 children in every classroom across the UK. Yet so little is being done to directly address this huge issue. That realisation and frustration is enough to make you swear.

With a hard hitting commercial, print, online & social campaign featuring actors and celebrities we are compelling people to swear to make a real difference. As lead designer / Art director I was tasked with bringing to life the swear concept. The campaign needed to be visually arresting making people stop, think and become part of the solution.

  ̌