MUSE Gold

Hong Kong

2021

Behind The Mask

Entrant Company

Creative Theory Group

Category

Video

Client's Name

MindHK

Sub-Category

Nonprofit

Hong Kong has seen an increase in the demand for mental health care, given COVID-19 and subsequent social and economic impacts. To support those most in need and affected by COVID-19, Mind HK has launched additional mental health initiatives with the support of Goldman Sachs Gives. These initiatives include a Mental Health Relief Scheme – Mind HK will assist persons that have been greatly impacted by the pandemic through short-term pro bono 1:1 online sessions, Help Me – Mind HK’s new AI virtual mental health assistant, and Covid-19 Mental Health Education Resources – material to assist people with a healthy transition to the ‘new normal’. To bring awareness to these new initiatives MindHK engaged Creative Theory Group to create a short film campaign and a series of cutdown edits which were well received both locally and across the region. The campaign Creative Theory Group conceived, created and executed was called "Behind The Mask" and sought to demonstrate that now more than ever we need increased sensitivity towards those who may be suffering from mental health related issues as we never truly know how someone is feeling "Behind The Mask". The main film went on to be recognised by many leading publications as one of the top mental health campaigns in APAC. https://www.marketing-interactive.com/mind-hk-behindthemask-mental-health https://www.prweek.com/article/1696792/dozen-standout-campaigns-mental-health

Credits

Producer
Harry Pang
Creative Director/Copywriter/Film Director
Thomas J Elliott
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