The Best Medicine

THE PROBLEM

Approximately 1 in 4 people in Scotland will experience a mental health problem each year and with a growing living standards crisis, that number is likely to rise.

THE CONTEXT

Each year Edinburgh hosts the worlds largest comedy festival, the Fringe. Studies have shown that laughter releases serotonin and other chemicals similar to those used in anti depressants.

THE SOLUTION

We created packs of cards with jokes from the festival, disguised as medicine packets. Within each pack were 30 jokes, one to be read each day for a steady release of serotonin to the brain. Alongside the packs we created a campaign designed as medical adverts to highlight the importance that humour can play in health.