All Right is an initiative of the Mental Health Foundation and Community and Public Health at Canterbury District Health Board. The aim of the campaign was to maintain and increase the wellbeing of people in Canterbury. Having survived a natural disaster, adrenalin was slowly turning to exhaustion and negativity as progress stalled and the rest of New Zealand moved on.
Working with Make Collective on the Strategy side we created a brand that would reach 'regular people'. It also needed to be reflective and allow people to draw their own conclusions. It couldn't be preachy, know it all or unrealistically positive. We came up with All Right? - an open question that would become the name and core element of the project along with a strong illustrative and type approach. In everything we did we tried to capture the idea of self-reflection, discovery and asking questions. All Right isn't a campaign with the answers, it's a campaign that validates what we are all going through and helps individuals remember the things that help.