Case Study C: REWIRED: From Stigma to Self-Discovery - A CTA Campaign

Rewired is an interactive awareness experience that transforms how people understand psilocybin therapy for PTSD and trauma. Moving beyond a traditional campaign, it blends digital, physical, and spatial design into a connected system from bold public messaging to an immersive installation and responsive web experience. At its core, Rewired invites users into a moment of personal reflection through a simple but powerful question: “Pills weren’t the answer. So what now?” Through real-time interaction, research-backed content, and human-centered storytelling, the experience shifts users from passive awareness to active exploration, reframing stigma as curiosity and information as a pathway to healing.