duck* perfection

Community Change Campaign

OBJECTIVE Based on my own experience and research, there is a huge problem among young people and depression. I wanted to find a way to spark a smile and let people know its ok to care and that actually they are doing great. I wanted to create something they would come across in the day to day dread to bring brightness to their day.

RESEARCH For Gen Z there are a lot of cultural and societal concerns that impact their mental health. Political issues, climate change, discrimination, and media reports, among many others. Gen Z is highly impacted by this as it is the world they are growing into. According to the APA, 91% of Gen Z adults have experienced at least one physical or emotional symptom of depression. 

CONCEPT duck perfection plays with the classic auto-correct of a curse word as well as bringing in the mascot. Who can’t smile at a tiny rubber ducky? The visuals were created with physical distortion to create “imperfections”. Tiny ducks with signs were put around town, and a “soap box” made with branded packaging.

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VISUALS The visuals were created with physical distortion to create “imperfections”. Tiny ducks with signs were put around town, and a “soap box” made with branded packaging. In addition, I created stickers and fliers that had small phrases on them  that could be torn off like phone numbers on a bulletin board.