Role: Designer
Context: Final year university project
Tools: Adobe Creative Suite
Focus: Campaign concept, research-led design, brand collaboration
Tell the Truth | Awareness Campaign
Tell the Truth is a conceptual awareness campaign designed to raise understanding of Endometriosis among 18–30-year-olds, with a particular focus on men — a group identified through research as having low awareness of the condition.
The campaign explores how two unlikely brands can come together to start conversations around overlooked health issues, using honesty and simplicity to drive engagement.
Endometriosis is a condition that affects millions, yet remains widely misunderstood. Research highlighted a significant lack of awareness among younger audiences, particularly men, and a wider discomfort around discussing the realities of the condition.
The challenge was to create a campaign that could cut through, engage a new audience, and encourage learning without feeling clinical or overwhelming.
The Challenge
Research & Insight
To ground the campaign in real experiences, I spoke directly with women living with Endometriosis. These conversations revealed a strong desire for honesty — many shared things they wished others truly understood about the condition.
This insight became the foundation of the campaign, shaping both the messaging and tone.
The campaign concept, Tell the Truth, centres on real statements from women with Endometriosis. These unfiltered truths are presented without explanation or context, inviting curiosity and reflection.
By withholding explicit references to the condition initially, the campaign encourages audiences to actively engage and seek understanding rather than passively consume information.
The Concept
The visual language draws inspiration from Guinness’s historic poster style, using bold typography and a restrained colour palette. Each poster features a single statement in red, creating contrast, urgency, and impact.
The minimalist approach ensures the message remains the focus, while the familiar Guinness aesthetic helps draw in audiences who may not typically engage with health campaigns.
Visual Direction
Each poster includes a QR code, prompting viewers to learn more. Scanning the code leads to a short video explaining the collaboration, sharing key facts about Endometriosis, and directing users to Bodyform’s website for further support and resources.
Users are also invited to explore and submit their own truths through a dedicated campaign website, helping extend the conversation beyond the initial touchpoint.
Campaign Journey
Outcomes & Learnings
Tell the Truth demonstrates how research-led insight and bold simplicity can be used to address sensitive topics in a respectful and engaging way. The project strengthened my ability to translate real human experiences into clear, impactful campaign ideas and reinforced the importance of honesty and restraint in awareness-led design.