Mental health doesn’t get enough attention. To demonstrate this a month AFTER World Mental Health Day we ran this ad. Underlining the fact that World Mental Health Day passed with almost nobody noticing. VALENTINES DAY or WORLD COFFEE DAY seem to get more attention. In this way we highlighted that we ALL need to pay more attention to mental health and drew attention to the valuable work that Samaritans do, and how we can all help.

An estimated 500 000 Hong Kongers saw our initial message in print and on digital banners, and the social portion of the message went viral being picked up by lots of social media users, including big influencers like Denise Hy Lau and Alice Wong - celebrated by Tatler as one of HK’s biggest web 3.0 influencers.