Mental health awareness campaign from AIA Malaysia encourages consumers to ‘See The Other Side’

AIA Malaysia has launched a campaign for Mental Health Awareness month, observed through October. Called ‘See The Other Side’, the campaign was created by Reprise Digital.

On a microsite, the campaign launched with videos from Malaysian influencers host and actress Yasmin Hani and comedian Kuah Jenhan speaking candidly about their struggles with mental health issues like depression. 

The campaign also included the stories of other people dealing with issues like bipolar disorder

The campaign encouraged the public to pledge their support to increase awareness and conversations on mental health and break the stigma surrounding the topic. AIA offered to donate RM10 for each pledge to the Malaysian Mental Health Association (MMHA).

Research from the National Health and Morbidity Survey conducted by the Malaysian Ministry of Health (MOH) revealed that three in 10 Malaysians aged 16 years and over have a mental health condition. By 2020, mental illness is expected to be the biggest health problem affecting Malaysians after heart disease.


The microsite is expected to survive the campaign period, remaining as a resource centre for those seeking  content related to mental health as well as a list of associations and NGOs to seek professional help. 

The campaign also includes a content partnership with local NGO Mindakami on a mixed language podcast titled ‘The Borak Minda Podcast’ published on Spotify.

Reprise Malaysia managing director Stanley Clement said: “This campaign is one that is very close to my heart as my wife suffered from postpartum depression after the birth of our son. 

“Mental health awareness in Malaysia is still relatively low, and AIA sparking these conversations will hopefully lead to it being destigmatised in the future.

 “Since the launch of this campaign, we have received an outpouring of support from friends and families of the contributors, with even strangers, commending their bravery to speak out about their personal mental health struggles. It is our collective wish with AIA to grow these conversations to show that nobody is immune, but together, we can help fight the stigma and open up avenues for help.”

AIA Bhd chief marketing officer Heng Zee Wang added:  “Mental health continues to be a topic that is difficult to talk about in the open. 

“Creating on-going education and conversations around it is so important and a step in the right direction to help reduce the stigma in our society over time. Through the #AIASeeTheOtherSide initiative, we hope to do our part in bringing mental health issues to light. 

“We are grateful for the brave support of the individuals who have shared their experiences. This is just the beginning of AIA’s long-term commitment to building further awareness on mental health, and supporting Malaysians to live healthier, longer, better lives.” 


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