The MindAche art installation, a central part of our campaign, uses virtual reality technology to simulate the daily experiences of individuals with mental health conditions. The idea is to develop a concept that makes mental health conditions seem as familiar as physical aches and pains. The installation aims to foster understanding by immersing visitors in the realities of dementia, anxiety, and depression. By confronting these often misunderstood conditions, we hope to make them more relatable and challenge societal taboos. Through this immersive experience, we aim to promote empathy and understanding for those with mental health conditions. This empathy in turn will act as an incentive for people to donate to Club Heal to fund the programmes that help those with mental health conditions navigate through their lives with the call to action “Help us Heal MindAches"

Location - feature the MindAche Gallery withing regular programming at the ArtScience Museum's Virtual Reality Gallery.

Target audience is those between the ages of 25 and 45 who are concerned with mental wellbeing, are interested in donating to a worthy cause to help others, or/and do not completely understand what mental health conditions are.

Local and foreign media will be invited

Dissemination of Press release, thought leadership articles, social media content, content targeting mental health day and BTL activities will take place through out the month of October.

Post Launch - Podcast discussions, testimonial videos, awareness videos of programmes, user experience programmes to create credibility. Create a permanent MindAche gallery on the meta verse for continuous donations to club heal programmes.

Teaser campaign (October Week 1) Introducing the mind-ache concept to the public and securing media traction

Launch (October week 2) - In order of October being the month for mental health the MindAche gallery will be opened to the public. Key social media influencers and socialites will receive special invites for experience the gallery

Follow-up (October week 3&4) - Project milestones, testimonials and content driving donations via QR codes and sponsored ads. Create a Meta Verse version of the MindAche Gallery.