Université de Montréal

Tout le monde a des bas

The student community at Université de Montréal was having trouble accessing and understanding the psychological services available on campus. We needed to destigmatize the subject of mental health and build collective empathy around the topic, because the truth is, everyone can experience ups and downs.

From this premise was born “Tout le monde a des bas”, a play on words that acknowledges that having lows is just as common as having socks. We built our communications platform and awareness campaign around an inclusive and light-hearted symbol: a pair of socks that gives all wearers the chance to demonstrate solidarity without even saying a word, successfully normalizing the subject with a simple, unifying message.