| Title | COMPLEX EMOJIS |
| Brand | MINDNATION PHILIPPINES |
| Product / Service | COMPLEX EMOJIS |
| Category | F02. Environmental / Social Impact |
| Entrant | PROPEL MANILA Makati City, THE PHILIPPINES |
| Idea Creation | PROPEL MANILA Makati City, THE PHILIPPINES |
| Production | ELESI STUDIOS Makati, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Kana Takahashi | Mindnation | Chief Executive Officer |
| Cat Triviño | Mindnation | Chief Marketing Officer |
| Gabe Galon | Mindnation | Marketing Officer |
| Anton Paderanga | Mindnation | Marketing Officer |
| JC Valenzuela | Propel Manila 360 Incorporated | Chief Executive Officer |
| Raymund Sison | Propel Manila 360 Incorporated | Chief Creative Officer |
| Maureen Valenzuela | Propel Manila 360 Incorporated | Chief Culture Officer |
| Jeanne Go | Propel Manila 360 Incorporated | Chief Finance Officer |
| Ana Rem Debil | Propel Manila 360 Incorporated | Associate Creative Director |
| Arnel Villanueva | Propel Manila 360 Incorporated | Associate Creative Director |
| Nichole Sanchez | Propel Manila 360 Incorporated | Art Director |
| Yenee Galicia | Propel Manila 360 Incorporated | Senior Copywriter |
| Christa Gutierrez | Propel Manila 360 Incorporated | Senior Accounts Manager |
| Patty Villegas | Propel Manila 360 Incorporated | Community Manager |
| Earl Guico | Elesi Studios | Head of Production |
| Josh Olasiman | Elesi Studios | Senior Content Creator |
In the middle of the world’s longest lockdown came a silent pandemic raging in the background, the mental health pandemic. Which was quite alarming with the National Center for Mental Health reporting over a 100% spike on daily hotline calls. The goal was to help raise awareness on this important mental health concern, help people open up about mental health, and get them the mental health support they need.
To help people cope and make better sense of the complicated emotions brought about by these complicated times, MindNation, one of Asia's pioneer mental healthcare systems, created the world’s first-ever Complex Emojis. The idea was to recreate the familiar emojis to reflect the complicated times, based on the most common combinations of emotions experienced during the pandemic. A simple redesign and a lighthearted way of letting people know that it’s okay to feel a lot of different things all at once, eventually leading them to access 24/7 mental health support for free.
Using social media and available data, the designs were based on the most common combinations of emotions experienced during the pandemic. Accounting for every emotion and building it up to become a Complex Emoji that reflected the times. A simple, precise way to help people open up and make sense of the complicated emotions they’re experiencing in these complicated times. Launched as social posts and as GIF stickers to connect to people with the same complex emotions, the Complex Emojis led to a 24/7 mental health chatbot designed to help people talk about what they’re going through. But more importantly, the chatbot was designed to recognize keywords when human intervention was needed, and connected people to free psychologist consultations.
On the first day of the launch, MindNation received a message every 3 minutes. A total of 1,927 one-on-one conversations opened and created safe spaces for people to talk about their mental health. With 95% average satisfaction rating on quality of mental health support provided.