Outdoor ad: Health Promotion Agency: Smile

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New Zealand has one of the highest rates of youth depression and anxiety in the world. Rather than sugarcoat the issue we created an unusually honest and empathetic poster campaign, for schools, aimed at stopping teens in their tracks and driving them to The Lowdown (The Health Promotion Agency's online youth mental health resource). The headline for each poster is based a different unexpected insight we gained from interviewing dozens of real teenagers with anxiety and depression.