Johnson & Johnson Starkly Portray Reality of Severe Depression with Powerful Film

Johnson & Johnson unveils a powerful new film that aims to encapsulate the inescapable feeling of severe depression and the perseverance needed to navigate its day-to-day challenges. ‘Breaking Depression: Out of The Maze’ is a short-form piece of content that breaks conventions of typical depression PSAs. An artistic, human centric approach is utilised to allow the viewer to understand the debilitating reality of severe depression faced by both people living with the condition and their caregivers, and how by working together, there is always a way forward. 

Notably, the film’s visual mechanism of a maze metaphor was inspired by real-life anecdotes and analogies shared by people living with depression and caregivers in online communities and conversation forums. J&J’s strategy and creative team at Edelman spent weeks researching and social listening to understand that for many, severe depression can feel like an inescapable maze full of twists, turns and setbacks in the pursuit of a path towards recovery – for patients and caregivers alike. This research was complimented by counsel and insights from the Global Alliance of Mental Illness Advocacy Network (GAMIAN) Europe and the European Federation of Associations of Families of People with Mental Illness (EUFAMI).

While recognising the individual challenges that someone living with severe depression experiences, this film focuses on caregivers as well, knowing that it is these people who step up when they see a loved one immobilised by illness. Caregivers often put their own health and wellbeing on the line to provide the constant support and care needed. They are often also the ones responsible for guiding and pursuing a path of specialised care for their loved one. The film seeks to celebrate their resilience and empower them by reaffirming that they do make a significant difference in the lives of those they care for. Together, with perseverance and the right support and information, people living with the condition and their caregiver(s) can find their way out of the maze and a path towards recovery. 

“As someone who has watched someone I care about struggle with severe depression, I am so proud of my colleagues at Johnson & Johnson for launching Breaking Depression: Out of the Maze” said Berkin Gökbudak, senior director commercial strategy for Neuroscience, PH and CVM, Johnson & Johnson. “The evolved campaign hinges on an important insight – the vital role that caregivers play in supporting someone living with severe depression. Often this support network is the key to their loved one attending and remaining engaged in medical discussions, seeking the right support, and finding a path towards recovery.”

‘Breaking Depression: Out of the Maze’ was developed by Edelman, produced by Czar Sao Paolo and directed by Pedro Giomi and Leo Cosme.