This ad campaign aims to bring awareness to social anxiety, a disorder that involves an intense and persistent fear of being judged negatively by others. The target audience is young women (ages 15-20) since women in this group experience the highest rates of social anxiety. The goal of this campaign is to encourage young women to seek treatment by empathizing with how they feel and assure them they are not alone. The tone of the campaign is relatable, empathizing, understanding, and destigmatizing.    

Print poster

The main tagline of the campaign "I'm not just shy" is spoken from the perspective of someone with social anxiety, informing the audience that social anxiety is more than just "shyness." I created a print poster made to be placed around high-school and university campuses, ensuring that the target audience will see the ads in the location where they need the most recognition and support.

Bus shelter Ad

A majority of young women ages 15-20 who attend high-school or university will likely take public transportation to get to school. A bus shelter is an important location to place an ad since it is often the first thing the target audience will see on their way to school in the morning and on their way back home.

Social media Ads

I created two different types of social media ads. A swipe-up social ad for Instagram and an in-feed ad for Twitter/X. People with social anxiety may use social media more often, perhaps even compulsively. Distributing these ads on social media platforms ensures that the target audience will see the ads no matter where they are, and will have access to support materials 24/7.