being told to “Just smile”:

This series began with a simple observation: so many people come into the pharmacy, and yet so few show whats really going on beneath the surface. The early work (right) was inspired by those who smile to mask their struggles behind politeness or social expectation.

The idea solidified after I overheard someone tell their partner to “just be happy.”
It brought to mind the past calls to stop using phrases like “man up,” as we began to recognise that depression is a real illness—not something you can simply snap out of.
While some language has changed, the behaviour hasn’t. The final designs developed into punchier reflections of this ongoing truth (below).

In healthcare—and especially in pharmacy—it’s worth remembering that people aren’t coming to us because they’re having the best day of their lives.
It’s important to stay vigilant and attentive, offer support, and follow through when that help is wanted.

You never know what someone is carrying with them. A smile doesn’t always mean they’re okay.