When you first get diagnosed with a mental disorder that requires medication, there is an intense amount of shame. We want to kill that stigma as quickly as possible and make a campaign that gen-z would be proud to get behind.
So we created a character based campaign for CVS, so taking medication is more fun. Each one of these characters was created for different mental health disorders.
The line “IYMYK” is an acronym for “If You’re Medicated, You Know.” We didn’t want to flaunt a specific disorder or medication, but instead make it an exclusive club. You can rep your disorder by character and identify other club members in the wild through t-shirts and Instagram stories.
TikTok user generated videos. Starting a trend of fit checks in CVS to pick up mental disorder medication helps gen-z to let go of the stigma of picking up your medication.
A key component to stigmatization is correct information. This pamphlet will be given in every order of merch, medication refill, and on the CVS website. It goes through the most common mental disorders and acknowledges the misconceptions and the realities of each.
If you’re going to take pills everyday, what’s the harm in making it fun?
Made with love from three medicated girlies<3
Designer: Kate Slobodian
Copy Writer: Lauren Howell
Art Director: Annie Kate