Google: Be kind to your mind

Google shining a light on a crisis within a crisis. Helping people overcome the stigma of mental health during the pandemic through Be kind to your mind campaign.

During the lockdown, Google Search data showed that people were searching for ways to help others, but few asked for help on their mental health. ‘I need help’ are the three hardest words to say out loud, and the stigma existed even on Google Search.

Google wanted to break the cycle and started looking for solutions to make mental health help accessible across regions. By working together with psychologists, a toolkit of self-care skills was put together on google.com/covid-19. When a Covid-19 related query was typed, there was extra support in the results.

Google then created a brand video using real footage of people and influencers to remind people to take care of themselves like others. The creative was localized across Asian regions to inspire millions on how to search for self-care in every language and region.

Search trends showed people searching for self-care, and the campaign got to hope and support 186M people as #BeKindToYourMind started trending, one courageous query at a time. Localization drove a 2-5% uplift in brand metrics.

Credits
Brand: Google
Campaign: Be kind to your mind
Advertising Agency: Toaster, Singapore