Problem
The global COVID-19 pandemic shifted the way we behaved in a matter of days. All of a sudden there was an infinite flow of news stories and misinformation, and social media platforms that were saturated with distressing updates of the outbreak. There was information on ways to safeguard physical health but there was a distinct lack of information addressing the harmful impact this constant barrage of negative news and the effect of social isolation was having on Thailand’s mental health and wellbeing. Love Frankie created The Nook as a community-based safe space for people to come and explore different types of healing for mental health. The feedback received from over 1,000 participants was overwhelmingly positive, proving there is a hunger for a supportive community and mental health support, opening up the opportunity to create an online mental health campaign Campaign Channel: https://www.facebook.com/nookfriends
Approach
UN Thailand, Facebook and mental health partner Knowing Mind collaborated to develop ‘Unknown Together,’ a creative social media campaign aimed at Thai people nationally to raise awareness of how COVID-19 has adversely impacted our mental health while providing information, practical tools, and resources to promote well-being, resilience, and empathy. The campaign had three distinct chapters: looking inward to investigate the impacts of COVID-19 on one’s mental health, self-care tools (including physical, emotional/mental, spiritual, and social) and tips to take care of your mental health, and looking outward at ways of engaging with other people and extending care to those around us. The campaign kicked off with an influencer challenge, garnering support from 73 influencers from all backgrounds. It was successful in engaging the Thai public because of the creative infographic content and the industry expert panels to discuss each of the issues live. The campaign also had presence in some of the most important online and printed media in Thailand.
Impact
Overall, the campaign reached 11.5 million people online, had 793K online engagements, and 44 million online impressions. 95% of participants interviewed said the campaign helped alleviate the negative effects of COVID-19 and 85% of participants were very satisfied with the campaign.Click on the picture below to watch our case study video
Services
Bringing together experts from the Department of Mental Health (DMH) and World Health Organization (WHO) Thailand we hope to discuss mental health in challenging times (such as COVID-19), see what organizations are doing to help this issue in Thailand, and explore practical tools for us to be kinder to ourselves and others during, and beyond the pandemic.
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