Grey's Reach Campaign - Part 01 of 03
The central idea of the project aims to create awareness for the elderly living alone in Singapore which are considered one of the major causes of elderly suicide. Even though suicide is something that is part of our society and a minority of us have experienced it in some ways, but nobody is keen to talk about this sensitive issue. Therefore, the approach is to focus on the existential loneliness of the living elderly and encourage people to show more care and concern for our fellow seniors living in our neighbourhood. A brand name and fictional organizaton entitled "Grey's Reach" is produced as part of the campaign's initiative for future purposes. Besides branding, a print advertisment campaign is also produced based on the concept of invisible beings as a metaphor for the unseen and neglected elderly living in our neighbourhood.