GSK

In Türkiye, there are an estimated 2.5 million people with bipolar disorder, but only 31% of them have been correctly diagnosed, leaving approximately 1.7 million people without proper diagnosis. To raise awareness about bipolar disorder and help individuals recognize potential symptoms in themselves or those around them, we created a song and launched it on World Bipolar Day, March 30th.

Creative Approach

• Concept Development: Inspired by the high and low emotional states experienced by bipolar disorder patients, we designed a song to convey these moods. We analyzed digital media posts from bipolar patients and their families, and with the confirmation of experts, compiled the most common symptoms and reflections into a song.

• Song and Character Theme: The song, titled "Bişeyim mi Var Benim?", was performed by five different singers, each representing a different character experiencing contrasting emotions due to bipolar disorder. These characters also portrayed their roles in the music video.

• Visual Design: To support the high and low moods caused by bipolar disorder, the music video and all visual elements were designed in black and white tones, creating a consistent theme that highlighted the contrast between these two states.

Results and Impact

The song and video, launched on March 30th for World Bipolar Day, gained significant attention. The video was published on Facebook, YouTube, Spotify, and Apple Music platforms. Within the first 24 hours, the video garnered 500,000+ views, and within a short time, it reached over 2,000,000+ viewers, with 4,500,000+ total views across digital platforms. On Facebook alone, the project received 15,000+ likes and shares, predominantly from patients and their families, along with hundreds of supportive messages.

The project received widespread media coverage, including on channels such as DreamTV, CNN Türk, and NTV, contributing significantly to raising awareness of bipolar disorder in society.