Philippines – Mental health organisation MindNation and marketing agency dentsu Philippines are encouraging Filipinos to ‘Learn to Pause’ in their latest campaign. Advocating for holistic mental health and well-being, MindNation and dentsu Philippines are helping Filipinos to find their calm.
As many Filipinos are immersed in doomscrolling, social media has become a cause for their anxiety, making them disconnected from themselves. The ‘Learn to Pause’ campaign seeks a break from Filipinos’ digital burnout, rolling out endless looping videos that promote relaxation.
Using insights from licensed psychologists and scientific studies, dentsu Philippines and MindNation have designed videos that feature repetitive patterns, activating mirror neurons and imitating calming rhythms in the brain.
With ASMR-inspired sounds accompanying line art, the videos aim to improve the mood and relieve the stress of their viewers.
More than promoting relaxation, the animated videos also intend to educate viewers about mental health symptoms. It also leads viewers to MindNation’s mental wellness services.
Cat Triviño, co-founder, chief product, and data officer at MindNation, commented, “At MindNation, our core mission has always been to build happier and healthier communities not only through accessible care but also by empowering them to live their best lives. We believe that the most impactful change often starts with the smallest steps, like taking a pause.”
“Through ‘Learn to Pause’, we’re grateful to have found a like-minded partner in Dentsu Philippines, who shares our vision of making mental health support accessible and stigma-free,” Triviño added.
Jerry Hizon, chief creative officer at Dentsu Creative Philippines, said, “Social media is a constant presence in our lives, so it’s vital that we also harness its power to promote mental wellness, especially in the Philippines, where conversations around mental health are still evolving. Our team designed each piece and strategically worked with the algorithm to insert micro-moments of calm, reflection, and, ultimately, healing into people’s feeds.”
“Bringing this idea to life took four years of persistence, setbacks, and challenges, but the team never gave up on it. Hopefully, these little pauses will empower users and scrollers to take the first step towards mental health care,” Hizon added.
