Mental Monsters: Ad Campaign
Concept
This campaign uses playful illustrations to personify “mental monsters” as symbols of internal struggles like anxiety, depression, or stress. Instead of portraying these monsters as purely negative, the posters show people coexisting with them—finding peace, achieving wins, and having fun. Instead of feeling daunting, therapy can feel welcoming and encouraging
The message reframes therapy not as a way to “get rid of” mental health challenges, but as a way to live a fuller life even with them. The monsters were designed to feel childlike and whimsical, evoking shows like Yo Gabba Gabba or children’s book by tapping into a sense of wonder and joy that therapy can help people reconnect with.
Research
When doing research for this campaign, I noticed that most therapy advertisements tended to fall into two extremes: either overly negative, with imagery like people behind bars or trapped in the cage of their own brain, or overly serene, such as a middle-aged woman gazing wistfully out of a window. Neither of these depictions reflected my own experience with therapy.
To me, therapy feels much more like going to the gym—it’s something that requires consistent effort, but the more you do it, the stronger and better equipped you become. I wanted this campaign to reflect therapy as a practical, uplifting, and empowering practice rather than something scary or sterile.
Target Audience: Young adults who may feel overwhelmed by the idea of therapy but could connect with a message that embraces imperfections and encourages seeking help.
Personal Connection
This project is deeply personal to me. My life was changed by therapy, and I don’t know if I would still be here without it. Because of that, I wanted to create the kind of ad campaign that would have resonated with me when I needed it most.
I disliked the overly peaceful ads that felt detached, as well as the negative ones that leaned on fear. I didn’t want to be scared into therapy—I wanted something hopeful, relatable, and even fun. These posters reflect that vision, showing how therapy can bring back peace, joy, and the ability to achieve things that once felt impossible.
Tone & Message: Each poster carries a positive and empowering tagline:
Therapy, because you can still have peace even with your mental monsters.
I intentionally used negative space to form the white flags of peace, adding a subtle layer of symbolism that reinforces the message of calm and coexistence.
Design Approach
Color Palette:
I selected a bright, playful palette with a level of sophistication, ensuring the posters felt approachable while still maintaining visual depth. The colors were chosen to evoke energy and positivity without overwhelming the viewer.
Typography: I chose Baskerville for its balance of sophistication and warmth. The font doesn’t overpower the imagery but supports it. I avoided pure black text so the focus would remain on the illustrations first, then guide the eye to the tagline.
Therapy, because you can still have fun even with your mental monsters.
The illustrations are intentionally simple and bold, using flat shapes and clean lines to create a sense of childlike wonder.
Therapy, because you can still have wins even with your mental monsters
The quirky monsters bring warmth and humor, reducing stigma around mental health while making the posters visually engaging.
Use & Application
I imagine these posters hanging in a waiting room, creating an encouraging and uplifting environment for people who may already be considering therapy. They could also be displayed in facilities or public spaces where people walk by them—sparking inspiration and planting the idea that therapy is a supportive, positive step.
In addition to print, I designed the posters for digital use. They could easily be adapted for social media, allowing therapy offices or clinics to share them online to connect with a broader audience and help guide potential clients toward seeking care.
Goal
The campaign aims to normalize therapy and frame it as a positive, supportive tool for managing mental health. Instead of focusing on illness, fear, or sterile imagery, the posters celebrate resilience, everyday victories, and the possibility of joy. They remind us that peace, success, and fun are possible—even when living with our mental monsters.