Mental health is just as important as physical health, and it’s too easy to forget that. Samaritans are committed to supporting individual mental health journeys and those who struggle with mental health issues that can, in extreme cases, lead to suicide. Our job was to draw attention to the Samaritans and the services they offer.

To emphasize how mental health isn’t getting enough attention, one month AFTER World Mental Health Day we ran an ad where the headline wished everyone “Happy World Mental Health Day” – only when people saw the sub-heading was one told that it had actually been a MONTH ago, underlining the fact that World Mental Health Day passed by with almost nobody noticing. Very unlike VALENTINES DAY or even WORLD COFFEE DAY – all of which seem to get MUCH more attention. In this way we highlighted that we ALL need to pay more attention to mental health than we do…

This campaign uses old fashioned media (print) to fuel new media (social) while supported by digital banners designed to achieve reach. the campaign could not have worked without all these media working together to achieve the same goal.

One month after World Mental Health Day, we lauunched this campaign across all media.

The social part of the launch was very small and we were just hoping that it would give us the extra scale we needed. Fortuantely it did!

An estimated 500 000 Hong Kongers saw our initial message in print and on digital banners, and the social portion of the message went viral being picked up by lots of social media users, including big influencers like Denise Hy Lau and Alice Wong - celebrated by Tatler as one of HK’s biggest web 3.0 influencers.