It’s not exactly where you’d expect to find a bake sale - in an old warehouse, down a damp cobbled street in London’s East End. But then, it’s no ordinary bake sale.
Just in time for Halloween, a group of London cake makers have made it their task to create some of the most disgusting-looking, unappetizing cakes imaginable.
Anybody fancy a tentacle flapjack, or a bleeding wound cupcake? How about a chocolate severed hand, a scarred flesh rocky road, or an oozing eyeball? Didn’t think so.
Depression is a daily struggle for millions of people, and stigma around the illness only adds to the burden. Emma Thomas' Depressed Cake Shop campaign is helping make conversations around the taboo topic a piece of cake.
"The concept is: make gray cakes, sell gray cakes and create a platform for discussion and media coverage," said Thomas. "And I think that's what we've done."
The London-based PR specialist and creative director became increasingly aware that people in the creative community around her frequently suffer from depression, but don't always have the freedom to discuss this with people in their professional or personal lives.
"If you go to the doctor and you're depressed the doctor will sign you off with stress so depression isn't on your record," Thomas said. "If you return to work after having the flu, people don't judge you forever. But if you have depression and you return to work after being down, you're judged forever."