High rates of mental health conditions in the Philippines are often stigmatized, leaving many without help. Yet, 97.3% of affected Filipinos find solace in online games. Leveraging this, we can enhance accessibility to mental health support.
Mental health professionals from Mind You Mental Health Systems joined popular online games like Mobile Legends, League of Legends, and Genshin Impact as in-game healers. They used chat features to offer free, private consultations, reducing counseling costs and destigmatizing mental health for Filipinos. This innovative approach brought real-world healing to gamers.
During consultation sessions, Mind You representatives, using healer avatars from the games, engaged with gamers to discuss their struggles and provide advice through the games' text and voice chat features. Mind You's head psychologist designed a specialized program to ensure these consultations were effective in a gaming environment. Afterward, healers followed up via email, text, Viber, or Discord, offering discount codes for Mind You's online platform to support ongoing healing.
Senator Risa Hontiveroz, principal author of Republic Act No. 11036 or the Philippine Mental Health Law, endorsing Mind You - House of Healers.
Key opinions leaders sharing the announcement for free.
Mind You and its partners promoted the House of Healers on social media and in the press, directing gamers to a registration page to select a schedule and game. Gamers provided their gamertag so Mind You’s mental health professionals could invite them to a private game session.
The campaign was adapted by companies to support their employees' mental health
RESULT
7.7M impressions
4,256 participants in consultations and livestreams
25.4% increase in Mind You new user sign-ups
Zero ad spent
RECOGNITION
Sabre Awards
GOLD in Marketing to Youth
The Legislative Branch
Endorsement from Sen. Risa Hontiveroz