"Imagine human beings living in an underground cave. They have been there since birth, with their hands, legs and heads chained so they cannot move. They can only look straight ahead. Behind them a fire burns, and between the fire and the prisoners people walk past carrying objects whose shadows are cast onto the cave wall. Having never seen anything else, the prisoners believe these shadows are reality."

This project was inspired by Plato's Allegory of the Cave. Although the allegory is ultimately about knowledge, enlightenment, and the responsibility of the educated to guide others toward the truth, it also presents an interesting way of thinking about fear.

Like the prisoners in the cave, people living with phobias can become trapped by a version of reality shaped by fear. They are not always afraid of the object itself, but of what it represents. The fear becomes its shadow, growing larger than reality and affecting the way they experience the world. Whether it comes from a traumatic event, childhood experiences, survival instincts, or develops without a clear explanation, the result can be overwhelming.

As Dr David Carbonell Wilson explains in Don't Panic, "Phobias involve the experience of persistent fear that is excessive and unreasonable." While these fears may seem irrational to others, they are completely real to the people who experience them. A phobia is much more than simply being afraid. It can affect everyday life, relationships, and even the ability to carry out ordinary tasks.

This campaign aims to raise awareness of the challenges faced by people living with phobias and to encourage empathy rather than judgement. Each poster represents a different phobia through the use of shadows, visualising how fear can distort perception and become much greater than the object itself.

The campaign is designed for bus stops and public transport stations, where people have time to pause and engage with the work while waiting. Unlike shopping centres, where visual information competes for attention, these spaces encourage a more focused interaction with the posters. The accompanying publication expands on the campaign, providing additional information for those who want to explore the subject further and allowing the project to reach audiences beyond the physical installations.

The purpose of this project is not only to inform but also to challenge the stigma surrounding phobias. Every phobia is real to the person experiencing it, and when someone chooses to speak about it, they deserve understanding, respect, and compassion.