Breaking the silence about mental health by saying Good Morning.
Every hour one student commits suicide in India, a country where parents hardly discuss mental health with their children. But Indian parents send millions of Good Morning messages every day on WhatsApp, this is their digital love language. So, we help the youth break the silence about their mental health and seek help from their parents by saying a simple Good Morning.
Creative Brief | Digital Activation
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Immersed myself in the world of WhatsApp and learned about its emotional benefits
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Did social listening on how different cultures view mental health
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Interviewed South East Asians to learn about their mental health issues
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Spoke to mental health professionals about barriers involved when it came to seeking help
THE CHALLENGE
India is labeled as the most depressed country in the world. Yet the majority don’t seek help.
Only 7.3% of its 365 million youth report such problems, and the rest suffer in silence.
CULTURE TRUTH
In Indian culture, emotions are implied, not stated.
While familial love is expressed through hugs, kisses, and saying “I love you” in Western culture, it’s not always common in Indian families. It doesn't mean they don’t love each other, they just show it through their actions.
HUMAN TRUTH
BRAND TRUTH
This results in a communication gap about mental health issues.
The language of mental health doesn’t exist in conversations with parents.
“How do you feel?” was a question reserved for sore throats and fevers.
- Devang Pathak
WhatsApp bridges the communication gap between Indian parents and their children.
There are over a hundred million Good Morning messages sent every day. These cheesy Good Morning messages are the digital love language of Indian parents.
STRATEGY
Break the silence about mental health using the digital love language of Indian parents.
THE IDEA
The Wake Up Call
A mobile-first microsite with Good Morning forwards that addresses various mental health issues faced by the Indian youth. These forwards serve as a wake up call to Indian parents that aren't aware of the realities of mental health in the lives of their children.
CASE STUDY VIDEO
TEASER CAMPAIGN
We'd draw attention to the problem of mental health among Indian youth by highlighting the statistics in contrast with the kind of Good Morning messages that parents send.
We'd buy media spaces where the youth spend time in the morning - trains, university food courts, etc.
Out of gallery
THE MICROSITE
The microsite will have posts that look like regular Good Morning forwards but also address different mental health issues. We'd encourage students to share these posts with their parents. For every post shared, WhatsApp would donate Rs.10 to the Indian Institute of Clinical Psychology.
MADE WITH
MY PART