ISMÉ - Student Mental Health Initiative

It's not that wild, it's human nature

The academic journey often demands an intense, almost relentless pace. To keep up, many students push themselves beyond their limits, adopting lifestyle habits that put their mental health at risk.

While humans struggle to sustain these habits, some animals naturally thrive under extreme conditions. Certain species can go days without sleep, others live entirely in darkness, and some have even survived the planet’s greatest crises. This contrast became the foundation of our campaign for ISMÉ, an initiative for student mental health.

By drawing parallels between the survival behaviours of animals and the unhealthy coping mechanisms of overworked students, the campaign humorously underscores one simple truth: humans were not designed to live this way.

Through a visual and verbal identity that feels both educational and light-hearted, the campaign invites students to reflect on their own habits. The art direction depicts students in exaggerated “natural habitats,” mirroring the extreme conditions of animal life in the wild.

We reframed the conversation around student well-being with empathy and wit, encouraging healthier habits while making the topic of mental health more approachable and engaging.