The challenge

Quite literally I address unmet needs. I am particularly targeting people with severe psychiatric illnesses who are waiting for appropriate help and treatment. There are many people that are on waiting lists of 5 months or longer, living in isolation. The Dutch mental health system (GGZ) is subject to an inordinate commercialism that affects the quality of treatments and an accurate distinction between mild and severe psychological problems (or/and somatic diseases). It is a culture that undermines selfsupporting empowered social relations in immediate neighbourhoods, and reinforces the marginalisation and isolation of a care-dependent group in society.

The solution

With The Big No Pillow, I wish to shed light on this problem and stand by my target audience by acknowledging an emotional reality that reaches beyond only cognitive abilities. By offering/selling this therapy tool (a sound absorbing pillow) I hope to provide them something in their isolation and say: 'it is ok for you to have these emotions', and as a matter of fact I would like for you to feel encouraged to allow yourself to let it out. Solution based thinking is a one-trick pony, let's stay with the trouble, try to acknowledge the body. The brand identity will be poetic, by which I hope to send a broader message rather than a solely pragmatic one, so that it will touch people and grow awareness.

Mission

To empower the individual in their social suppression.