Introduction
A New Resonance of Legacy
Independence is not only defined by what you distance yourself from, but also by what you choose to stay close to. This idea, upheld by the Turkish Green Crescent (Yeşilay) since 1920, finds renewed expression today through YSLY. The institution’s century-long legacy in combating addiction has evolved beyond the rigid language of prohibition, embracing instead the warmth of balance, hope, and personal responsibility. Operating at a quieter yet deeper frequency, YSLY introduces a new form of dialogue. One that creates space without imposing, raises awareness without warning, and encourages reflection without instruction. In doing so, YSLY opens a moment of pause within the complexity of modern life.
A New Resonance of Legacy
Independence is not only defined by what you distance yourself from, but also by what you choose to stay close to. This idea, upheld by the Turkish Green Crescent (Yeşilay) since 1920, finds renewed expression today through YSLY. The institution’s century-long legacy in combating addiction has evolved beyond the rigid language of prohibition, embracing instead the warmth of balance, hope, and personal responsibility. Operating at a quieter yet deeper frequency, YSLY introduces a new form of dialogue. One that creates space without imposing, raises awareness without warning, and encourages reflection without instruction. In doing so, YSLY opens a moment of pause within the complexity of modern life.
Challenge
Finding the Right Frequency
The central question was clear. How does a century-old institution speak meaningfully to the natives of the digital age? How does it connect with Generation Z, a generation that values stories over instructions and experiences over warnings? In today’s world, traditional “do and don’t” narratives no longer resonate. What was needed was a language that could maintain seriousness without losing sincerity, listen without judgment, and guide without becoming didactic. The real challenge was to move away from the distant tone of a public service announcement and instead communicate with the closeness and trust of a companion, meeting audiences on a shared frequency.
Finding the Right Frequency
The central question was clear. How does a century-old institution speak meaningfully to the natives of the digital age? How does it connect with Generation Z, a generation that values stories over instructions and experiences over warnings? In today’s world, traditional “do and don’t” narratives no longer resonate. What was needed was a language that could maintain seriousness without losing sincerity, listen without judgment, and guide without becoming didactic. The real challenge was to move away from the distant tone of a public service announcement and instead communicate with the closeness and trust of a companion, meeting audiences on a shared frequency.
Solution
The Power of Quiet
By embracing the strength of visual culture, YSLY transformed design into the message itself. Through soft forms and familiar metaphors, the project reframed a serious subject such as addiction as an intuitive part of everyday life. Didactic language gave way to empathy, intuition, and personal interpretation. Each visual offered not a warning, but a moment of pause. It invited awareness rather than attention. Because the solution was not to speak louder, but to communicate with intention. This approach reframed independence not as a final destination, but as a lived practice, introducing an innovative perspective through the power of silence.
Client: Yeşilay Pazarlama A.Ş.
Creative Director | Ahmet Yasin Gündüz
Account Director | Merve Kervancı
Illustrator | Azimet Ahmet & Ahmet Berkin Ay
Copywriter | Semih Hekim
Motion Designer | Erdem Taha Gönülkırmaz
Assistant Designers | Ali Kahraman & Melike Tatar
Special Thanks | E.E.Akgün