While working as a Creative and Art director at Bright Signals, we worked with the NHS Dundee on a social campaign aimed at tackling stigmatisation around drug abuse. For people trying to recover from an addiction, the language used to refer to them can really be detrimental in their path to recovery.

With the help of our in-house animator, Austin Temby, we created an animation that showcased how words can be powerful and actually stop someone from seeking help.
The video highlights, as well, the need to change our perception because an addiction problem is not a choice but an illness.

I created the concept with my creative partner and was involved in the storyboarding and development of every stage of the animation.