I am a Fashion Communication student who specialises in visual promotion, marketing and graphic layout. My specialism is majorly inspired by mental health.
I decided to create ‘I’m fine campaign’ after going through my own personal struggles throughout university. It was then when I realised that the information I wanted was wrapped up in boring websites which I didn’t have the energy to go through whilst feeling so low.
So with this plan in mind, I began to think about different lifestyles that are popular at the moment and that I had observed both online and in the world around me. I decided to focus my research on the troubling theme of “self-care”. I found this topic to be very toxic and is one which many fashion and beauty brands have been using to invent and promote products which claim to help us look after ourselves, or become a better “you” – when really “self-care” is not something that can be bought with an expensive face mask or satin pillows.
I desperately wanted I’m fine campaign to be different to any other app, website or instagram that promotes the safety and wellbeing of user’s mental health. I wanted it to look artistic, to feel messy and most importantly, to be an escape.