WHO Mental Health Award-Winning Campaign
The COVID-19 pandemic has significantly impacted mental well-being, leading to a surge in anxiety and depression disorders, particularly among young individuals. According to a scientific brief released by the World Health Organization (WHO), individuals with pre-existing physical conditions such as asthma, cancer, and heart disease are more susceptible to developing mental health issues. While people with pre-existing mental disorders are not more vulnerable to COVID-19 infection itself, they are at higher risk of severe illness, hospitalization, and even death if infected. Recognizing the urgent need for mental health awareness, WHO launched a creative campaign to emphasize the importance of psychological well-being and encourage individuals to prioritize their mental health.
Brief
The objective was to raise awareness about mental health and address society’s tendency to neglect psychological well-being. WHO aimed to create a relatable and engaging campaign that would capture attention, resonate with a broad audience, and spark conversations about mental health. The approach centered around humor and familiarity, leveraging the power of social media to amplify the message.
Solution
To achieve this, WHO collaborated with popular comedian Amr Wahba to create an engaging video campaign on his Instagram account. The video featured a character planning his daily routine, represented by multiple versions of himself embodying different interests and activities. However, one version symbolized the need for psychological care, highlighting how mental health is often overlooked.
Key elements of the campaign included:
- Humor and Relatability: The video used comedic storytelling to illustrate a common issue—how people prioritize physical and material needs while neglecting mental health.
- Social Media Amplification: By utilizing Amr Wahba’s Instagram platform, WHO ensured maximum reach and engagement, effectively connecting with a younger audience.
- Additional Mental Health Content: The campaign included links to Amr Wahba’s Instagram posts, offering tips on self-care, information about mental disorders, and the importance of seeking professional help when necessary.
Outcome
The creative approach effectively resonated with audiences, increasing awareness about the importance of mental health. The campaign’s humor and relatability made the message more accessible, encouraging individuals to rethink their approach to psychological well-being. By leveraging social media and collaborating with a widely recognized comedian, WHO successfully expanded its reach and engagement levels. The campaign not only sparked important conversations but also reinforced the need for integrating mental health into overall well-being.
