Where can a distress call come from? Sometimes it manifests itself through an unexpected call, a shrill scream or, surprisingly, a post that seems empty but reveals someone’s deepest feelings. It was based on this concept that the advertiser and creative director of Razorfish NY, Daniel Portuga, created the Blank Postdemonstrating that anxiety in mimimi.
Com daily doses of relief and information about the thoughts, behaviors and words that can trigger anxiety, the profile of the Instagram focuses on the importance of discussing the topic, challenging the stigma surrounding psychological issues and promoting the understanding that anxiety should not be normalized, but rather reevaluate the perception of it.
The idea came about when Portuga, who was diagnosed with generalized anxiety disorder, faced a crisis during the beginning of the Covid-19 pandemic. From this, he decided to capture a blank image of the Google and publish repeatedly on your Instagram profile. He only stopped when he was exhausted, posting a last completely black image, with the word out (from English, which means outside). People’s reactions varied between speculation, such as Maybe your computer has been infected by a virus or could be a new advertising campaign. But no one suspected that this way of getting attention was, in fact, a cry for help.
Instead of receiving concern and understanding about what was happening to him, Portuga was faced, most of the time, with criticism for being spamming (term used to describe the act of overloading a social network or someone’s inbox) and disrupting the timeline of all your followers. Despite all the negative comments, this turned on a light in Portugal, who three months later created Post em Branco.
Daniel Portuga’s project came about thanks to an anxiety attack. (Photo: Personal Collection)
How about a game? Can you identify what the following statements have in common?
My breathing becomes labored, my mind is in turmoil, and I feel like crying all the time. I think I’m on the verge of madness.
My stomach contracts, I lose my appetite, I feel like vomiting, and this knot of despair tightens my chest.
Couldn’t you understand? Well, all these symptoms are closely related to anxiety. These words were not invented, but shared by real people in the world. Blank Postand used anonymously as entries in the word anxiety in the Michaelis Online Dictionary.
These are not just everyday statements, but a practical demonstration of how people trust the work of Portuga’s profile, considering that addressing these issues, especially with strangers on social media, is not a straightforward task. To facilitate this bridge between the posted content and the public, all publications are reviewed by a psychologist, in order to transmit the message in the lightest and most educational way possible.
In addition to publications that explore the multiple faces of anxiety, Post em Branco also offers a free session in partnership with the Zenclub, an online therapy platform, for those who use the coupon provided by the page. This initiative came about after research conducted by the project revealed that many people face obstacles in accessing mental health care, such as costs, lack of time and limitations on traveling to face-to-face consultations. The partnership with the online platform aims to democratize access to information and provide diagnoses of mental conditions, because, as the advertiser states, mental health belongs to everyone and for everyone.
Portuga’s project is widely praised by mental health professionals, such as psychologist Helosa Capelas, specialist in Self-Knowledge and Emotional Intelligence, author best-seller and CEO of the Hoffman Center. In a joint interview with the founder of Post em Branco on Adnews, Heloisa emphasized how promoting self-knowledge and caring for emotional intelligence are fundamental for individual well-being and for society as a whole.
During the conversation, Helosa and Portuga also highlighted the importance of ensuring the quality of information and resources made available to people seeking help, as unfortunately, there are unreliable sources that exploit the vulnerability of these people in difficult times.
Yellow September, a month of reflection
The realization that we need to be constantly productive contributes significantly to anxiety epidemic that we face today. This pressure is often heightened by social networks, where people often compare their lives and achievements with those of others, creating unattainable expectations.
Heloisa Capelas, psychologist. (Photo: Personal Collection)
In this sense, Helosa raises a point about the importance of understanding that it is not necessary to be better than others, but sufficient within our own capabilities and limitations. Each person is unique, with their own abilities, challenges and circumstances, and making these comparisons can lead to feelings of inadequacy and anxiety.
The specialist shared the inspiring experience of her daughter, who lives in assisted living for people with mental disabilities. In this environment, people are valued for what they can offer within their capabilities, rather than being judged by external standards. She also questioned the concept of being normal.
After diagnosis, many say that a certain person is abnormal. But, abnormal for whom? Inside which bubble? From which environment? Characterizing someone as abnormal takes away that person’s sufficiency.
This concept may seem simple at first, but it is capable of transforming the lives of many people who are facing a big dead end and are considering making an attempt on their own lives. Recognizing one’s own limits and capabilities is part of the process of self-knowledge that Helosa Capelas promotes in his work, something that he dialogues, almost in synergy, with the Portuga page.
Although the proposal to connect with these people, extend a hand and show a better path may seem challenging, modern times allow for a more open dialogue. Talking about topics such as suicide, anxiety and disability was once taboo, but today, many people want to discuss these topics. However, it is important to approach these issues with knowledge and sensitivity, avoiding hasty self-diagnosis that could weaken the debate. Mental health professionals work tirelessly to clarify doubts and demystify beliefs, balancing this seesaw we call society.
Furthermore, awareness campaigns about emotional intelligence, such as Yellow September, play a fundamental role in relation to the issues mentioned above. However, just as there are people out there to spread misinformation on the subject, in some cases, several companies may engage in marketing actions that appear to demonstrate support for the cause, but in practice, the work environment does not correspond to this.
In the corporate world, this practice is similar to the famous greenwashinga term used to refer to companies that make exaggerated claims about their environmental practices, without actually implementing significant changes.
Mental health is not just a function of HR, it has to be a cultural function of the company and needs to be embraced by everyone. There is no point in installing a free gym, for example. It is necessary to understand and respect personal spaces, commented Portuga.
It is essential to understand that this issue should not be underestimated, nor explored by those who do not understand the true essence of crying out for help and not being heard, of feeling lonely and neglected. Instead, it must be examined, publicized and discussed, as Portuga himself concluded, so that there are no longer any Blank Poststhat is, so that everyone can recognize and address their emotional issues in the best possible way.
* Supervised by Jssica Bitencourt
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