Illustration of two people having a picnic and talking | We. Communications

Janssen

Humanizing Mental Health in Southeast Asia

Background

Southeast Asia faces mental health challenges due to low awareness and stigm. Janssen’s new antidepressant launch required a creative campaign to educate on depression’s spectrum.

The Approach:

Help people at risk of depression and caregivers to understand depression’s complexity through targeting, culturally-sensitive content.

  • Introduced Alex, a non-binary character, humanizing depression
  • Deployed AI-powered ad targeting
  • Created mobile sticker pack with supportive language
  • Amplified message through mental health advocates
  • Supported Patient Advocacy Groups with campaign assets
  • Engaged internal employees

The Impact:

  • 8.4 Million+ Total Campaign Impressions
  • 1.9 Million+ Total Sticker Views
  • 1 Million+ Total Campaign Reach

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