Fondation FondaMental Depression Awareness Campaign | Clapboard

Depression

Description

In October 2019, Fondation FondaMental, in collaboration with Serviceplan Health France and Fnapsy, launched a powerful awareness campaign addressing the serious nature of depression, coinciding with World Mental Health Day. This campaign aims to challenge common misconceptions by emphasizing that depression is an illness, not a weakness of character. Despite affecting thousands and causing over 6,000 deaths annually in France, depression remains widely misunderstood, underdiagnosed, and inadequately treated. The campaign’s central asset is a poignant film titled "The Little Empty Passage," directed by Daniel Perez, which creatively blends elements of comedy and drama to highlight how clinical symptoms of depression are often trivialized compared to more visible illnesses. By illustrating this disparity, the campaign seeks to deepen public understanding about the severe impact depression can have, including the risk of chronic conditions and suicide if left untreated. Supported by key partners such as the Klesia Social Protection Group and the Roger de Spoelberch Foundation, the film was strategically deployed across digital platforms and social networks to maximize reach and engagement on October 10, 2019. The campaign uses the hashtag #LaDépressionCestDuSérieux to reinforce its message that depression deserves serious attention within public discourse and healthcare. This health-focused initiative effectively leverages storytelling and social insight to elevate the conversation around mental health, underscoring the importance of empathy, recognition, and treatment in combating this widespread condition.

Credits

Client

Fondation FondaMental

Agency

Serviceplan, Benjamin Chevrier, Céline Demarsan, Karen Bulfon

Creative Director

Daniel Perez

Crew

Frank Willocq

Producer

Blaise Izard, Badass

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Campaign Proposition

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Creative Device

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