The Campaign

The idea is to make Filipinos come out and talk about mental illness. To do that, we enlisted a handful of local celebrities and personalities to come out through a series of web videos and admit to their mental health problems — which was revealed to be the problem of not having laws for mental health sufferers. The campaign was directed to a sign-up petition that lobbies the passing of the first ever Mental Health Act in the Philippines.

Creative Execution

We caught the attention of Filipinos by using a series of web videos of personalities admitting to their mental health problems. On the same day the videos were launched, the different local personalities took to their Twitter accounts and admitted to their own mental health problem with the hashtag #MHACTNOW and the link to the campaign website, MHACTNOW.ORG which also serves as a sign-up petition for the first ever mental health act.

1. 60% increase in MHACTNOW petition in just 1 1/2 months. The most massive increase since its launch in 2015. 2. The whole campaign earned $34.5M in free media mileage. Major publications covered the campaign and started sharing the importance of a Philippine Mental Health law. 3. Filipinos took to their own social media pages and admitted to their own mental health problems. 4. Philippine politicians released to major publications the prioritisation of creating a mental health law.

The campaign spoke directly to mental health sufferers and was able to encourage them to rally for the cause themselves by admitting to their mental health problems and by signing the petition.

To spark a conversation about a once-taboo topic.