Hjälplinjen (The Helpline) is a national support service, open 24 hours a day, 365 days a year, for anyone aged 18 and over. Its mission is to be there for people going through difficult times, while promoting mental wellbeing and helping prevent suicide.

 

To raise awareness of Hjälplinjen and encourage more people experiencing suicidal thoughts to seek support, the campaign was built around a key insight. Those most in need of help, are often the ones who think they manage without it. They cope on their own. Until they no longer can. Working with Gustav Gräll as photographer and visual curator, the campaign portrayed a series of people with a strong exterior and a fragile interior. A reminder that those who seem to be doing fine are not always okay – and that help is available.