Winners 2014/Design for Society Bronze

Project: Aware Life Skills

Client: Aware

Design: Clickworks

Clickworks was commissioned to design a new visual identity and campaign ahead of Aware’s planned relaunch of its ‘Life Skills’ programme in April 2013. The mental health charity hoped to position the programme as a distinct service under the Aware umbrella and represent depression in a more positive light.

By creating an engaging design that reflects the nature of interconnectedness, combined with Aware’s trademark blue colouring, Clickworks was able to portray Life Skills as a life-changing educational programme that would appeal to men and women alike. This branding was used across a strong online media campaign portraying positive and confident individuals, helping to deflect negativity surrounding depression and empower people to sign up.

Clickworks’ hard work paid off. Enrolment of first night attendees increased 191% to 787, with all 26 classes across the country filling up for the first time. Online engagement with the programme also increased. Click-through rates lifted to 0.18% compared to the industry average of 0.07%.