All text and the hand symbol is kept in a dark reddish pink which fits the visual universe of this particular age group and blends in well with for example teen magazines. However the images are portrayed in a slightly sketchy greyscale style to underline the seriousness of the subject matter. The models in the pictures are neither too happy nor sad, but hold a somewhat anonymous expression that could cover up any number of feelings. The text reads: "Words heal —Talk about it..."
Example of ads & posters
The text on the leftside ad reads: "Reach out and talk about it". The ad on the right is simply the hand logo with no text, allowing the visual icon to speak for itself.
Example of poster as seen in the streets
The two typefaces used in the campaign have been picked to fulfill two different tasks. Abril Fatface regular is a display font with high contrast and beautiful thin serifs that gives it a decorative and eye-catching look, that works well for communicating the bold messages in the poster. This is accompanied by Frente H1 regular, a handdrawn narrow sans serif that underlines the sketchy anti-corporate look of the images. This gives the overall look an informal tone with a child-like character that fits the age group well.
Ad in teen magazine Vi Unge
For this ad the hand symbol is in a 1:1 scale and printed in a soft textile feeling paper which encourages the reader to put her own hand on top of the printed one. The idea with this is to appeal to more senses than just the vision, maintain the reader's interest for a longer time and possibly stir up an emotional response for the girl that is in a very vulnerable and lonely place, which could bring her to contact The Lifeline or someone around her.