Of the one in seven with a common mood disorder in Hong Kong, three-quarters do not seek professional help.
Mind HK was on a mission to change this by addressing mental health in the city, offering online support, training programmes, public service awareness campaigns and collaborative research. Using global best practice to empower and equip anyone experiencing a mental health problem with the resources they need, Mind HK is leading the way with the support and resources that are so greatly needed.
Sinclair was appointed in to lead local community outreach through public awareness campaign and and always on programme, with the overall objective of changing perceptions and breaking taboos.
Insight: Mental health is perceived as a taboo subject, meaning people feel uncomfortable speaking about their own mental health issues and their feelings – to friends, family and colleagues.
Narrative: Positioned Mind HK as a leading voice in times of need by engaging local media to share Mind HK’s knowledge and tips and educating the public on ways to reduce anxiety and stress.
Strategy: Drove brand awareness and educated the community about the importance of looking after their mental health through impactful campaigns and always on media and influencer engagement. News-hacking and op-eds were used to extend share of voice.
Engage: Cultivated strong long-term relationships with media locally and internationally to educate the wider community ‘correctly’ about mental health. Engaged the media through storytelling that comes from creative campaigns, research, and relevant cultural events and happenings.
Campaigns and Training: Utilised key calendar moments such as World Mental Health Day (WMHD) to create powerful campaigns, as well as Mind HK activations and trainings, to engage people and encourage conversation on the importance of mental health.
