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Desription
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Youth line (Lithuanian – Jaunimo linija) is an emotional support helpline operating in Lithuania. Each year the public is invited to donate their 2% income tax to NGOs. Youth line had to stand out in the fierce competition – every NGO is asking for that 2%. An integrated campaign was devised built on the insight that people are ashamed to express their feelings. The first step to feel psychologically better is to share your emotions. The audience was invited to start expressing their emotions and donate 2% to help to do it.
The poster series show target audience in situations where normally they are surrounded by people and could share their emotions, but due to the shame they don’t do it. With the posters, the main goal was to create minimal and aesthetic visuals accompanied by elegant and stylish typography to highlight the contrast with the visuals used in typical advertising of social causes. These subtle elements help to avoid negative, upfront statements by NGO organisation.
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