Future Generali India Insurance Company Limited (FGII) released three videos portraying various signs of mental illness of human beings that we tend to ignore. The brand’s new initiative, #HealthInsideOut covers mental health too and therefore urges people to take mental health seriously nd talk about it.
The three videos showcase how persons with mental illness treat a pillow, stress ball, and vase. Among various signs of mental sickness, a few of them have been mentioned in the advertisements such as mood swings, change in appetite, violent rage, sadness, constant crying, fits of anger, change in appetite, anxiety, and insomnia.
Ruchika Varma, CMO, Future Generali India Insurance says, “Currently more than 7.5% of India’s population suffers from some form of mental illness and WHO estimates this number to rise by 20% towards the end of the year. In spite of these staggering statistics, mental illness is still a taboo topic in India; very few people believe that they suffer from it, and even fewer seek help. As a brand known for innovation and empathy, we want to propel a movement to get Indians to take their mental health seriously. In the first phase, we gave people a measurement tool, the Total Health Score, to assess their mental health. This campaign builds on the first phase with the aim of creating awareness that one could be suffering from mental health issues without even realizing it.
During our multiple conversations with mental health experts and the affected parties, we found that the first manifestation of mental health issues is inflicted on inanimate objects. Humanizing such objects, our campaign tells a compelling story from their perspective, urging the audience to seek timely help and realize the gravity of these issues,” added Ruchika Varma.
Amit Akali, Co-founder, and Chief Creative Officer, Wondrlab said, “The whole of India lives in denial. We don’t think mental illness exists. That’s why we don’t know what the signs and symptoms are. For us, rage is excused as just having a bad day. So, we needed an idea that doesn’t just inform people what the signs to look out for are, we needed one that could get inside their head to make them reflect on their everyday behavior to understand their mental state. That’s how we came up with the idea that the objects around us, which face our issues daily, should tell their tale. The brilliant E Suresh and his team at Eekasaurus Studio then brought it alive and actually made a stress ball or a vase speak their heart out, without any special effects or computer graphics, but through painfully executed stop-motion which took over two months to create – a first of its kind in the world.”
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