This project aimed to redesign the communication of SOLEA, a center for addiction support, to make it more approachable and empathetic. Through posters, flyers, social media, and merchandise, the campaign highlights freedom, social connections, and well-being, using vibrant colors, hand-drawn illustrations, and handwritten typography to engage young audiences in a supportive, non-judgmental way.
For this project, my research focused on understanding the existing communication strategies around addiction and identifying their weaknesses. Most campaigns tend to adopt a distant, administrative, or even guilt-inducing tone, often highlighting only the dangers and consequences. I wanted to break away from that by exploring a more empathetic and approachable direction.
From my research, I defined three main creative axes:
Freedom: Illustrating the idea of breaking free from addiction to regain autonomy, identity, and self-expression.
Family & Social Bonds: Highlighting the possibility of rebuilding relationships and finding one’s place again in society.
Health & Well-being: Promoting recovery as a way to live a healthier and more fulfilling life.
These axes guided both the visual and conceptual development of the campaign. Bright and eye-catching colors, hand-drawn illustrations, and handwritten typography were chosen to stand in contrast with traditional campaigns and to create a warmer, more human connection with the audience.
