To Write Love on Her Arms is a real non-profit movement dedicated to presenting hope and finding help for people struggling with depression, addiction, self-injury, and suicide. TWLOHA exists to encourage, inform, inspire, and also to invest directly into treatment and recovery. This is a mock re-brand of their products, advertising, and publication. 

Read more about them at https://twloha.com/learn/

The above advertisements are based on the idea that depression can hide in plain site. It's not uncommon for individuals with depression to put on the mask of being completely fine, making excuses for why they may look down. No more hiding, only healing.