Mental Health Foundation
I have a story to tell
Marketing Strategy, Account Management & Production
#BrandedContent
2020 Effie Greater China Award Winner: 1 Silver, 1 Bronze
Creative: Frankie Luk
Production: VS Media
1 in 7 Hongkongers are suffering from some form of mental illnesses, yet the society tends to shy away from it due to stigma.
Previous mental health campaigns aimed to preach at the public not to stigmatise against mental illness but were too little avail. Instead of preaching, how can Hong Kong Mental Health Foundation actually promote a change of mindset?
Nothing is more persuasive than telling personal stories - people love stories, especially those from someone they know. So instead of telling people what to do, we intrigue them with real stories of how patients live with their mental conditions.
Sansan: I have a story to tell.
After hiding herself from the public for years because of her mental conditions, Lee Sansan, the ex Miss Hong Kong was brave enough to accept our invitation, and told the public her story of fighting mental illnesses on Facebook and Instagram, with an interactive bold typography board flipping video.
Mix of a variety of influencers
We leveraged MEGA, MACRO and MICRO influencers to tell their own story, and hence inspire and encourage dialogue.
Public resonates.
A set of IG stickers were created for public to use as tools to tell their own story.
The campaign ignited a city-wide discussions and convey the message that Mental Illness is just like normal illness. It inspired 10+ celebrity support and share, earned media coverage worth of HKD 1,560,000, and kicked start MHF’s collaboration with 12+ cooperations.
