Cadbury Bournvita’s latest campaign aims to raise awareness about children’s mental health and emotional well-being
- For a long time, the conversations around
Mental Healthwere heard in a low voice. However, in recent years, with more and more people opening up about their struggles and the availability of help, people are slowly opening up.
- Cadbury Bournvita, in his latest commercial, has an important message to share. He called on parents not to ignore the signs of their children’s poor mental health.
Speaking of the countryside,
Along with digital films, the Cadbury Bournvita and Ogilvy India teams have creatively teamed up to engage audiences via an AI-powered BOT chat. Using this innovative disruption, the campaign delivers personalized content based on the viewer’s level of awareness on the topic. The #GetTheMessage campaign begins with two films that seamlessly transform into a personalized robot-based interaction with each viewer. In addition, the campaign lends itself to a dedicated website www.mannkitayyari.in and a free 24/7 hotline to not only help parents focus on the mental well-being of their children. children, but also provide them with resources to responsively manage the mental growth and emotional challenges that children face today. To do this, Cadbury Bournvita has partnered with the MINDS Foundation, an NGO founded in 2010 with the aim of creating a world that promotes a shared approach to mental well-being – in which anyone, anywhere, can access the resources it deserves.
Speaking about this association, Dr Raghu Appasani, CEO of MINDS Foundation, said: “Mental health is something that we all have and therefore it is important to be able to understand it in oneself and in others. Through this incredible partnership with Cadbury Bournvita, we’ve been able to turn our years of evidence-based mental health research and expertise into easy-to-understand, interactive and accessible resources for parents and make them available across the country. As you explore the chatbot and website, you will discover educational material on how to engage with children struggling with their mental health, have difficult conversations, equip them with resilience tools, and develop stronger relationships. solid. In addition, we were able to provide access to a free 24/7 helpline for parents. This is just the start of our partnership with Cadbury Bournvita and we are very happy to continue our journey and our mission to provide new resources.
Akshay Seth, Group Creative Director and Chinmay Raut, Senior Creative Director, Ogilvy India, said: “The signs of mental health issues are there so you can see them as well as you can miss them. We wanted to reflect this reality in a very organic way through the films by showing the point of view of both the parent and the child. For parents, the sign can be easy to miss, but kids are looking for a shoulder, and we wanted the audience to be that shoulder. By tricking the viewer into having a chat with the affected child on WhatsApp through a bot, we are breaking the wall and making the viewer understand the situation a little better. We also empower parents to request additional help through counselors so that MannKiTayyari is no longer overlooked. ”
The campaign will also be amplified through the engagement of influencers, online webinars, partnerships with major online platforms as well as integration into the pack to raise awareness among parents.