Bajaj Allianz General Insurance, awarded the Best Non-Life Insurer of the Year 2020, and WATConsult, the globally awarded hybrid digital agency from the house of Dentsu Aegis Network (DAN) India, have unveiled a fresh campaign that spotlights a first-of-its-kind digital mental well-being kit.
Titled #MentalHealthCareKit, the campaign seamlessly takes ahead the brand’s philosophy of #CaringlyYours. Launched on ‘World First Aid Day’, the campaign stems from the idea that first aid is always our first line of defense when fighting any health problems that be physical or mental.
The work-from-home phase has been a challenging period for millions of people, thereby witnessing a rapid rise in mental health conditions. Various reports released by the World Health Organisation (WHO) and other agencies show that the stigma against mental well-being is still powerful, making it even more imperative to stand collectively in support of the same.
Therefore, this unique first aid kit has been devised and equipped with some basic tools such as flashcards to help initiate conversations and thus, assess/evaluate whether a person needs professional help or not. It also enables some tips on how one can make a few behavioural changes to avoid distress.
Tapan Singhel, MD & CEO, Bajaj Allianz General Insurance, said, “A lot of us understand the importance of physical well-being. And it is no wonder that you will see a First Aid Kit for emergencies in almost all homes and offices.
“But what about Mental Health, where an intervention at the right time can change someone’s life? With this thought at the core, we decided to help create something that will help people take that first step towards reaching out to someone in mental duress. We hope that this will help us care for each other in a better way,” Singhel said.
Heeru Dingra, CEO, WATConsult, said, “The researches and studies that are currently doing rounds, somewhere reinforce the dire need to reduce the stigma around mental health and enable people to have more open conversations around the same.
“Impeccably marking the fact that mental wellness is equal to physical wellness, #MentalHealthCareKit aims to not only create awareness but also extend our support to the people in need. To accentuate and bring awareness around the importance of the Kit, the campaign uses a short text-based video which acts as the first step in identifying the issue,” Dingra said.
In an interactive format, the video displays texts at a very fast speed, making them unreadable. Using the speed option in YouTube, the users are urged to slow down the texts and read the lines. This portrays how such racing thoughts appear when someone is facing a mental health challenge.
The campaign then guides the individual to download the kit upon noticing concerning signs and help their family, friends, or even colleagues by simply initiating a conversation with 10 easy questions.