Developing the concept began with a lot of research regarding the suicide crisis within First Nation communities and how I could communicate utilizing ethos and persuasion the need for awareness about this topic. Additionally, I did secondary research on my target audience of teens and how I could effectively communicate these issues through mediums such as social media and web applications.

For the design system, I wanted to convey a serious tone through photography in the form of negatives (photography film-esque). Utilizing black, white and purple for the instagram posts to allow the narrative stories of First Nations teens to stand out and invoke empathy and sympathy. The significance of the purple and white is to represent the colours of the First Nations people as well to tie together the narratives and messages.

Through the website portion of the campaign, information about how the viewer can help or how the viewer can reach out if they need help is provided.