Koreans tend to be conscious of how people look at them, and this makes them reluctant to receiving mental care. In reality, only 20% of the people who have depression are receiving professional treatment. The target for this campaign were the people who are not receiving depression treatments despite.

In March 2015, ‘Remedies for the Soul’ vending machine were installed in 10 popular places such as Seoul city hall, mental health center, museum of art, public park, theater center etc. Diseases were divided into 20 categories, such as ‘Epidemic smartphone addiction’, ‘Endstage Monday Attack’, ‘Dream Extinction’, etc. They were based on a data analysis of depression rates of Seoul citizens. The vending machine provided a remedy kit comprised of artworks and items to make the citizens smile, and this also led them to participate in self-depression tests and actual treatments.

TV advertisements for mental clinics are banned in Korea. In the case of newspapers, magazines, outdoor and internet advertisements, there are many restrictions and a pre-screening process. Although it is necessary to improve the awareness of mental treatments, these regulations are why promotions are still hard in Korea.

Long term depression of the economy, youth unemployment and excessive working hours made 62.9% of Seoul citizens suffer from depression. However, when it comes to the daily consumption of anti-depressant rates, Korea scored the second lowest among 28 OECD countries, with 20 DDD per one thousand persons. (OECD Health at a Glance 2015). Due to negative social perceptions of receiving mental treatments, only 20% of the people are receiving appropriate care. Seoul Foundation for Arts and Culture, founded to augment citizens’ happiness by supporting their cultural and artistic activities, tried to improve the perceptions of mental care so more people can receive treatments.