Strategy / Branding / UX / UI / Advertising / Copywriting / Research informed / Service design
We are Secret 2025
97% of adults harbour secrets. From infidelity to financial struggles, the shame tied to secrets significantly affects our mental health and drives feelings of isolation.
Secret keeping is the largest shared experience which connects us all.
We are secret addresses the lack of support for coping with the negative rumination of our secrets, through a visually impactful charitable campaign aimed at helping people find anonymous confidants and access to psychological support.
Additionally, the project intends to inspire conversations about our shared secret experiences, empowering people to embrace their secrets as a part of who they are and thrive.
The Problem
We often keep secrets to avoid emotional conflicts, protect relationships and prevent judgement and shame. The negative rumination of secrets can hijack our thoughts, resulting in sleeplessness, anxiety and stress-driven symptoms.
Shame needs 3 things to grow: Secrecy, silence and judgement
The Insight
Sharing feelings with a trusted confidant provides health benefits. Expert practitioners are confidential, can listen, provide coping strategies and offer relief to secret-keepers, allowing them to find courage in themselves.
We are Secret accreditation trains and provides resources to therapists, counsellors and practitioners in handling clients' secrets with professionalism with care.
In partnership with Google Messages and Gemini, recognised phone numbers listed in the confidant directory are redacted and messages disguised temporarily, preventing secrets from being prematurely revealed.
