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We developed a campaign for mental health institution Mentrum in which care and street culture collided. Together with PATTA Academy, personal stories of (ex-)psychiatric patients were translated into twelve unique patches on 100 custom backpacks, turning invisible baggage into a conversation that travelled across Amsterdam and broke the stigma one story at a time.
The backpacks found their way to influential voices across the city, while a campaign film, podcast series, outdoor activations and social content kept the dialogue alive. By anchoring the project in Amsterdam's street culture rather than a clinical setting, we created a new language around mental health, one built on recognition and creativity instead of diagnoses and labels.
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