Health Assure and The Social Street Mumbai get people to step into the sunlight for vitamin D

Depression poses a prominent mental health problem in the present day. A major cause of depression is also the easiest to fix: Vitamin D deficiency. Health Assure, India’s leading primary healthcare aggregator brand, wanted to address the problem and educate people. Vitamin D is generated by our skin in sunlight. A simple solution, that required our audience to do one simple action: step into the sunlight!

VIEW THE CONCEPT

In malls, theatres and office compounds, thought-provoking ad stories were placed at strategic locations. But with an interesting twist – the story got completed, and turned around into a happy story, when exposed to sunlight!

The Social Street used thermal ink on the posters and ads, these contained short stories written in two interlaced parts. When read without sunlight, the story was sad and depressing. But when exposed to sunlight, the rest of the story became visible, converting the narrative to a happy, cheerful one!

The intriguing stories got consumers curious enough to step out into the sun to see the whole picture. The nature of the medium was itself the solution: get people into the sun to get their daily fill of Vitamin D. Thus, re-iterating the positivity that sunlight came with!

Credits –

Production Management: Angad Singh Rana