العباسية مش عيب
Campaign for El Abasseya Hospital
حملة دعاية لمستشفي العباسية للصحة النفسية
The aim of “العباسية مش عيب" is to change society’s exaggerated negative perception towards mental health care and break people's association of mental institutions with madness and criminality, through the creation of a proper visual identity for El Abasseya Hospital as well as portraying positive experiences in different contexts.
The campaign includes advertisements that show the contrast between the false perception of the 1950s and the positive reality of mental healthcare and treatment.
This technique allows to take into consideration the hospital’s image - not only from the patients' eyes but - from the perspective of the outside world; because it pinpoints the source of the problem which is the contribution of the most iconic comedy actors of Egyptian cinema to portray mental illness as absurd.
The design strategy has, therefore, built El Abasseya’s image as a serious promise of health and wellbeing for the patients, in order to break this stigma and replace it with hope instead to achieve a better mental healthcare community.
The campaign was first launched at the American University in Cairo's Sharjah Gallery in 2019, after 4 months of research and 4 months of designing and filming.
The campaign featured:
- 3 main ads to promote the hospital
- 5 informative videos for mental health awareness
- A booklet of 126 pages in Arabic/English promoting the campaign
- Artivive app display for interaction with the booklet and relating it to the videos and
concept
- Business cards (giveaways)
- Hashtag pins (giveaways)
Videos: created with the aim of going viral on social media and television to raise awareness and promote the hospital.
Booklet: specifically designed for the event, to explain the inspiration, the concept, the making and the work behind the campaign of ElAbasseya Hospital.
Interactive app: consists of watching some still visuals come to life and become videos, with the aim of engaging the audience in a way that's meant to be entertaining and clarifying the concept of the campaign.
Business cards and pins: showing support, promoting the campaign and hopefully sharing on social media.
