I analyzed the Korean cultural context and identified critical considerations including hierarchical communication styles requiring respectful messaging, collective vs. individual identity framing, and language nuances ensuring natural translations. Rather than creating new messaging, we built upon BTS's existing "Love Yourself" narrative while introducing the clever acronym "BTS = Break The Stigma," connecting the band's identity directly to the campaign message. The strategy leveraged authentic influence by respecting their genuine experiences with pressure and mental health while using their platform responsibly.

I developed a comprehensive visual identity system that balanced professional mental health messaging with vibrant K-pop aesthetics. The campaign featured "BREAK THE STIGMA" as the primary message using bold letterforms with outline treatment suggesting breaking through barriers, gradient pixel patterns representing digital connection and transformation, and member-specific color variations maintaining individual identity within a unified system. The multi-platform approach included static social media graphics, interactive Instagram Stories with bilingual content, animated elements, and a phased rollout spanning awareness building, interactive engagement, and community action through a week-long livestream discussion.

The visual hierarchy emphasized "BREAK THE STIGMA" with clear information balance between English and Korean text, while the purple-to-teal color progression suggested growth and healing. I created Instagram Stories that simulated personal connection through "video call" experiences with BTS members, tap-to-answer interactions creating intimacy, and multiple language options ensuring accessibility. The campaign integrated fundraising by directing 25% of album proceeds to Talkspace Korea funding, creating a sustainable business model while maintaining cultural sensitivity by framing mental health as community support rather than personal failure.

The campaign delivered a complete visual identity system with 20+ branded touchpoints across three social networks, interactive digital experiences with bilingual accessibility, and a comprehensive media plan with detailed timeline and metrics. With BTS's platform, the campaign projected 136.4M potential reach through their fanbase, creating opportunities for cultural conversation shift around mental health stigma and increased help-seeking behavior among target demographics. The project established a celebrity partnership model prioritizing authenticity over exploitation and created a cross-cultural campaign approach respecting local values while driving change.

This project taught me that research is essential when designing for sensitive topics, as understanding cultural context prevents potentially harmful missteps. Working across cultures revealed that translation goes beyond language - cultural adaptation requires understanding values, not just words, and trusted messengers can open doors that traditional advertising cannot. I learned that visual design can break down barriers by making difficult conversations more approachable, and that community engagement drives sustainable change by involving audiences in solutions rather than just consuming content.