Burnout Mental Health Campaign

Art direction for the Canadian Mental Health Association in Vancouver, BC. In British Columbia, burnout has become a growing crisis, with nearly half of Canadian workers reporting that they have experienced it. To address this issue, we developed a series of advertisements to help people understand what it’s like to live with burnout and encourage open conversations about the factors driving this exhaustion. The campaign uses a nineteenth century black and white design style, the visual language symbolizes the emotional and physical toll of burnout, the charred edges, scattered ash, and glowing embers serve as a haunting metaphor for how overwork erodes identity and well-being. These advertisements are not just a warning; they are a call to recognize the dangers of burnout before it consumes us, both for those who
have experienced it and those who haven’t.