Signaling a shift in our understanding of loneliness

Understanding the context

Loneliness is a subjective and distressing experience that results from perceived isolation or inadequate meaningful connection. Research increasingly shows that loneliness is a complex state that isn’t simply remedied by increasing the frequency of social contact.² In a 2023 report, the U.S. Surgeon General highlighted the profound health implications of loneliness, citing it as a critical public health concern.³

Although loneliness is a universal human experience, a significant gap exists in understanding what it is and when it becomes an issue. Since 2016, FAH’s Project UnLonely has been on a mission to destigmatize loneliness, demystify its chronic effects and offer science-based, actionable steps through creative expression to address them.⁴

Embrace your signal: loneliness, art and the brain

FAH connected with Cognition to create an engaging, approachable overview animation that blends creative storytelling with scientific insights. The project was made possible with the generosity of an anonymous donor to FAH, and the goal was to develop a shareable resource that would resonate with a broad audience and serve as a vehicle for spreading awareness of Project UnLonely and its mission.

Our aim was to help viewers understand that loneliness, though a natural signal, becomes toxic when ignored, and fundamentally rewires our brains – perpetuating a harmful cycle of isolation. Ultimately, the animation seeks to inspire hope, reassuring the viewer that it’s possible to break free from this cycle through creative expression, which activates the same neural pathways as social connection, thereby counteracting loneliness’s damaging effects.

A metaphor to visualize the universal

To visualize such a universal yet personal experience effectively, Cognition carefully considered the possible perspectives and biases around loneliness, science, the brain and the arts. We aimed to identify a relatable way to present loneliness that would resonate with people from all walks of life.

From this analysis, we arrived at the concept of a lighthouse to represent loneliness. Lighthouses are well-known symbols of guidance, safety and hope. Similarly to how they warn ships of unseen dangers, our brains use the “signal” of loneliness to guide us away from social isolation and toward human contact.

We incorporated the lighthouse metaphor throughout the animation to reinforce to viewers that loneliness is not inherently negative but something that requires attention to prevent detrimental effects. Finally, by depicting the main character painting the metaphor of their loneliness and sharing their artwork, we showed how creative expression can help people connect with their inner selves and with others.

Focusing on the journey

In addition to the metaphorical approach, to ground the audience, we used the familiar story structure of a hero’s journey—a hopeful narrative in which a protagonist overcomes a challenge.

Instead of focusing on specific external traits like facial features or clothing, we centered the character design around their perception of the world, which was further reinforced by unexpected transitions (such as mirroring the lighthouse and the brain) and camera movements (flying around the metaphorical lighthouse painting to suggest the act of creative expression directly interacting with the loneliness signal).

We used color theory to take the viewer through a dark, monochromatic space (representing chronic loneliness) into a rich, colorful world of creative expression and social connection.

Ultimately, we hoped this strategy would help the viewer identify with the protagonist’s emotional journey, regardless of their identity, creating a tangible and relatable experience.

Crafting approachable science storytelling

To change the audience’s understanding of loneliness, we needed to explain how loneliness impacts our brain, health and behavior with approachable and engaging science storytelling. Rather than using literal imagery to represent complex health outcomes, we leveraged simple iconography to convey the serious impacts of chronic loneliness. Additionally, to contrast the harmful effect of stress hormones and the positive potential of “feel-good” hormones, we designed the representative molecules with distinctly different appearances–menacing versus playful.

In the section exploring the link between loneliness and creative expression, we designed data-derived brain pathways (a connectome) with an elegant and luminous 3D aesthetic to create a sense of wonder around the findings. We further utilized MRI imaging data of activated brain regions as an organic, playful shape, which became a cohesive design element throughout the animation to subliminally connect creative expression as an avenue for activating the same brain regions as social connections. This approach allowed us to convey the science in an accessible yet delightful way.

Sharing the signal

By merging our scientific rigor with empathetic storytelling, we provided FAH with a succinct yet rich teaching resource they can easily share across various settings, audiences and community partners.