While working as a creative and art director at Bright Signals, we worked with the NHS Dundee in a social campaign that aimed to tackle stigmatisation around drug abuse. For people trying to recover from an addiction, 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 the first stages of the animation.