The goal of this campaign is to raise awareness and inform as many people as possible about the important topic of phobias. Phobias should be more visible, with the aim of achieving a genuine understanding of them.

To make the campaign as realistic as possible, a fictive organization called Visualizing the Unseen stands behind it. This nonprofit organization is the driving force responsible for the planning and strategy of the campaign, as well as its communication and evaluation. Unseen is a project series from this organization, addressing various mental health issues, with this particular campaign focusing on phobias. Phobias are often invisible yet very real, and the campaign aims to show that what is unseen can still be real – unseen phobias.

The name unseen is short for Visualizing the Unseen, reflecting the idea that many mental health disorders are invisible and do not receive enough recognition, something the campaign seeks to change.