PROJECT Lived Experience with Joanne | CLIENT Hats On for Awareness | SERVICES Creative
Mental illness is experienced by 1 in 3 Canadians during their lifetime.
Hats On For Awareness is a charity in the Greater Toronto Area dedicated to raising awareness and funds to further mental health research and improve the lives of those living with the disease. Their annual Hatsquerade Gala event raises much-needed funds for this worthy cause.
Our challenge was to create a film that drives donations.
Facts and figures don’t change people’s minds, but emotions can. Our client connected us with Joanne, a young survivor of mental illness whose life was positively impacted by the very institutions that the charity supports. We helped Joanne tell her very touching story, complimenting her testimony with an expressive visual style to evoke key moments of her experience. The goal was to bring viewers into Joanne’s world to bear witness to her struggles and successes.
