GAS designed the campaign ‘Out of the black: you can get out of depression’

Gas Communication, the PR agency part of AIM Group specialising in health communication, designed and managed the integrated creative communication campaign ‘Out of the black: you can get out of depression’, which involved a street artist and an engaging campaign on social media.

Depression is the most common mental health disorder in Italy, affecting as many as 3.5 million people, and one of the leading causes of disability globally.

Gas Communication designed and managed the integrated creative communication campaign Out of the black: you can get out of depression, which was launched by The Bridge Foundation and created with the unconditional support of Angelini Pharma.

The focus of the campaign was the creative work of the street artist Lucamaleonte, who initially recreated a big “black hole”, representing depression, on the pavement of a suburban square in Milan, just in front of the Bonola metro station.

After a week, the artist transformed this black hole into a work of art: a multi-coloured, floral  bouquet to symbolise rebirth after a period of darkness, such as depression, testifying to the possibility of beating depression with commitment and the help of others.

The campaign was also promoted on the social networks Facebook and Instagram and on The Bridge Foundation’s website, which offers information on depression and useful advice on how to deal with it, both for the patient and for family members.

A press conference in Milan launched the campaign,  which was supported by the Italian Society of General Medicine (SIMG), the Italian Society of Psychiatry (SIP), the Lombardy Regional Section of the SIP (SIP-LO) and the Municipality 8 of Milan – and by significant press office activity, which led to the story being widely featured.

Watch below the video of the painting.