TELL THE TRUTH

This university project challenged us to merge two unlikely brands to create a campaign that engages new audiences and addresses a current issue. I combined Guinness and Bodyform to raise awareness of Endometriosis, targeting 18–30-year-olds—particularly men, who my research showed had low awareness of the condition. After interviewing women with Endometriosis, I developed the campaign concept ‘Tell the Truth’, based on real statements they wished others understood.The campaign features a series of bold, minimalist posters—each displaying a single honest quote in red, inspired by Guinness’s historic poster style. With no direct mention of Endometriosis, the intrigue encourages viewers to scan a QR code, leading to a short video explaining the collaboration, sharing key facts, and directing users to the Bodyform site for further resources. Visitors can also explore or submit truths through a dedicated campaign website.