ABOUT

For atai Life Sciences (now operating under AtaiBeckley), I developed a social media campaign for World Suicide Prevention Day aimed at raising awareness around the hidden signs of suicidal thoughts and encouraging more open conversations about mental health.

Many people experiencing suicidal thoughts don’t show obvious signs. The concept centred on highlighting the reality that someone may be struggling deeply while appearing completely fine on the surface. The campaign aimed to encourage people to check in with those around them, recognise subtle warning signs, and create a culture where talking openly about mental health feels safe and stigma-free.

I led the creative direction for the campaign from concept to delivery, collaborating closely with our team’s copywriter and animator to bring the idea to life across social platforms. The result was a powerful and thought-provoking campaign that encouraged empathy, awareness, and openness — reminding audiences that behind a smile, someone might be fighting a battle we cannot see. It went on to become the best-performing social media campaign for atai Life Sciences, demonstrating the impact of meaningful storytelling when addressing mental health.