Louise's Diary

Relief’s mission is to open the door to discussion, education and mental health self-management. In Quebec, more than half of people living with mental illness don’t receive professional care. With this campaign, we wanted to find a way to connect with them. So we created Louise, a fictional character with anxiety. Louise’s Diary aimed to personify the brand image, but also highlight Relief’s range of services, tools and activities. Through her journey, Louise allows Relief to not only guide people to take charge of their own mental health, but also inspire and empower readers as it breaks taboos around mental health.