Crush the Blush
Crush the Blush is a campaign project promoting SAD (social anxiety disorder). The campaign idea is based around an online community that offers compassion to young women with social anxiety and gives them the courage to 'crush the blush' and manage SAD symptoms.
The campaign has five elements: Campaign logo, social media promotion (Instagram posts), printed promotion (advertising posters), merchandise (blush compact, T-shirt), and video promotion.
The campaign will use social media as a platform for young women to post images of themselves with bright blush on their cheeks using the hashtag #CrushTheBlush. Individuals will understand the word 'blush' to have a double-entendre, as blushing is a physical effect of embarrassment/social anxiety and blush is a makeup product. The feminine nature of blush makeup will be used as a statement for women to stand together and help each other through SAD.