BBDO Shanghai creates campaign that focuses on mental health of the workforce in China

A campaign created by BBDO Shanghai for non-governmental organisation CEO Roundtable on Cancer-China drew attention to mental health and emotional well-being of employees in the country.

Titled ‘Knowing Nothing’, the campaign explored the dichotomy between the several measures to track productivity and behaviour of employees right down to the micro-detail, while not giving any insights into their frame of mind or mental health.

The campaign aimed to shock people into becoming more aware of mental health training courses and helping companies identify issues and provide their employees support, before it was too late.

Apart from the film, the campaign included three visuals that drove home the message: “a company knows all your data, but it doesn’t know you”.

Speaking about the campaign, BBDO Shanghai co-chief creative officer Aricio Fortes said: “We tried to bring to the light something that is usually well hidden: the workforce mental health.

“Our approach shows that even with all data in the world, sometimes we don’t see those issues coming. And that’s exactly why companies should encourage HR and leaders to take this course, so they can understand better the signs of mental issues amongst workers and try to help them while there is still time.”

The CEO Roundtable on Cancer-China was formally registered in 2015 to prevent and treat chronic illness, and it has had a five year long relationship with BBDO.


Production house: Lobo

Director: Mateus de Paula Santos

Sound production: Jamute


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