This Visual Research Diary proposed a communication campaign for HelpAge International to address the common challenge middle-aged males face in expressing verbal sentiments towards their elderly relatives. Inspired by the principles of palliative care, this project aims to strengthen bonds within the family and improve social well-being. The 'Embrace & Connect’ campaign offers guidance and support for male family members to express their affection verbally and develop their emotional vocabulary. The project leverages the transformative power of sound as a tool to encourage emotional openness and foster authentic connections. By understanding the target audience's unique cultural context, and emotional needs, the campaign strategy strives to empower the target audience to adopt foundational steps bridging the emotional gap and rewriting family dynamics.
*Students are asked to choose an available brand in the industry for the assignment
