People often refuse to show their fragility. This may be due to the fact that we have inherited from our ancestors the cult of strength and the fear of fragility, and that the "law of the jungle" still applies in today's society (e.g. in the workplace). As a result, many people with mental health issues pretend to be normal because of stigma and being ashamed to ask for help. CLUB HEAL decided to launch a digital campaign #Fragile As Us# to recognize that fragility is a part of human nature, through the use of an INS interactive filter with the FRAGILE logo as the core visual to normalize fragility and encourages people not to be ashamed of mental health issues and to actively seek professional help.

When people expose fragility in front of others, it tends to breed a strong sense of insecurity. So it's the 'majority' of people with mental health issues who are hiding amongst normal people due to stigma that are more likely to be ignored than the group who have already made their mental health issues obvious. What they really need is acceptance and understanding to know that they are not deviants. So we need to help them find companionship, and that is 'US' - the all HUMAN who can be fragile!