Loneliness isn't just an emotional state; it's a serious health concern. Research shows that the impact of loneliness on health is as severe as smoking 15 cigarettes a day.
According to the World Health Organization, loneliness has been found to have the same physiological effects on the body as smoking 15 cigarettes a day, highlighting the severity of its impact on public health.
This bleak insight is supported by a growing body of scientific literature linking loneliness to various health issues, including depression, anxiety, alcoholism, and drug abuse. Biochemical changes from loneliness can accelerate the spread of cancer, hasten heart disease and Alzheimer’s. These findings underscore the serious impact of loneliness and highlight the need to address this growing concern.
How can design amplify and address this issue?
Revolt’s campaign urges individuals to break the cycle of isolation through random acts of kindness. It encourages people to reach out to friends, family, and strangers alike, emphasising the transformative power of simple gestures in fostering a sense of belonging and community.
The visual elements of the campaign are designed to evoke familiarity while provoking contemplation. By leveraging the iconic aesthetics of cigarette branding and packaging, the design incorporates poignant slogans and visuals that prompt reflection on the impact of loneliness and the potential for kindness to serve as a remedy.
In an effort to draw attention to the stark reality of the negative effects of loneliness, the campaign forgoes a pithy headline or smart pun in favour of the simple yet powerful message, “Loneliness Kills.”
Threading these graphics together was the choice to utilise a single colour, blue, carrying a profound emotional resonance that stems from the association of it being the “loneliest colour” and the symbolic expression of feeling blue.