YAKAP: A MENTAL HEALTH AWARENESS SOCIAL MEDIA ADVOCACY CAMPAIGN IN THE PHILIPPINES

This study aimed to create a social media advocacy campaign about mental health awareness to help combat the stigma in the Philippines. This paper analyzed the different advocacy campaigns done by international, national, and local means and how they have affected their target audiences. Along with this, the study focused on examining and analyzing their creative materials to look for areas in which they lacked, whether in terms of design, strategies, target market, or goals. To achieve the desired outcomes of this study, the researcher used research through the design method to aid in finding what was missing in previous campaigns and their creative materials and what could be done in order to make a campaign more effective. Once the gaps and missing elements in terms of design were found with the previous campaigns, the creative materials for this campaign were made with the application of those said gaps to create a much more effective design. This study emphasizes the need to create a digestible and impactful campaign and its corresponding creative materials that uses effective design principles and different advertising and marketing strategies to help in achieving the goals of the study and the campaign itself.