Hypersomnia or oversleeping is one of the most telling signs of chronic depression. Due to the stigmas associated with mental health issues in the Middle East, over 66% of all cases go undiagnosed. Awareness is lacking and people mistake the symptoms of depression as flaws in themselves.

Dubai Science Park is a community for healthcare businesses and professionals. Medical health is an important aspect for them, and they want to steadily progress this conversation and raise awareness.

The insight: Depression is not your fault. When symptoms of depression are left undiagnosed, they can dig you deeper into self-doubt and push you further away from recovery. Our message reminded them that what they’re going through is not their fault, and that it could be a symptom of a chronic illness. Each ad directed people to a PHQ-9 test to determine if they should seek professional help.

Since the launch of the campaign, there’s been a 300% increase in website traffic. Over 10,000 people have taken the PHQ-9 test in the first 6 weeks, and more than 700 have booked consultations, achieving the campaign objectives of raising awareness and encouraging people to seek professional help.

In the Arab world, it is estimated that 17.7% of the total population suffers from depression and this figure is only the tip of the iceberg, because not everyone with mental health problems comes forward to seek treatment, due to the stigmas associated with mental health diseases. There is a dire need for awareness in the region.