Helan - "Mental health - Wouter"

FamousGrey

FamousGrey Groot-Bijgaarden, Belgien

1294

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: Helan
Länder: Belgien

Werbende: Helan

Titel	Mental health - Wouter
Agentur	FamousGrey
Kampagne	See My Pain
Werbende	Helan
Marke	Helan
Datum der ersten Ausstrahlung/Veröffentlichung	2022 / 10
Geschäftsbereich	Versicherung
Story	We typically find it harder to show empathy for mental pain than for physical pain. Why? Because mental pain is invisible and therefore difficult to understand. Moreover, stigma in society often leads to misinterpretations of that pain. As a pioneer in mental well-being, Helan healthcare wanted to make patients of mental disorders feel more understood and acknowledged. Helan wanted to do so in support of the 1 out 10 people in Belgium who suffer from a psychological disorder.
Problem	So with the help of artificial intelligence, we made invisible pain visible. For the first time A.I. was not used to merely generate an image, but as a new way of communicating between people and their surroundings, enabled by a brand. Under the guidance of a clinical psychologist, we let patients express their pain in a very detailed way. An AI image generator then created a unique visualisation of the experienced pain, that could be understood by Helan, and by the rest of the world.
Ergebnis	he impact on our brand was unmistakable: whilst all competitors lost on brand awareness and brand consideration, Helan’s awareness rose with +8% and consideration with +11% The comprehension of mental pain went far beyond the relationship between Helan and patients: 1) See My Pain was a huge step forward to create more comprehension in wider society: - The documentary had an engagement rate of 228% above benchmark and a CTR to the Helan site of 253% , showing that people engaged with it on a much deeper level. - As a result of this engagement and press interest, we reached 3.2 million people, that’s half of the population in our target region (Flanders) 2) See My Pain is even transforming the medical world. The biggest Belgian Psychiatric Hospital, Group Alexius, is now using our tools for therapy.
Medientyp	Plakat
Länge	202 seconds
Mehr Informationen	https://www.helan.be/nl/ziemijnpijn/
Werbeleiter	Ariane Collard
Werbeleiter	Sarah Masschelein
Werbeleiter	Vanessa Raes
Werbeleiter	Lynn Pellens
Chief Executive Officer (CEO)	Francis Lippens
Executive Creative Director	Peter Ampe
Creative Director	Laurie Lacourt
Creative Teammitglied	Jan Schoofs
Creative Teammitglied	Jonas Caluwe
Etatdirektor	Olivia Naudts
Kundenbetreuer	Lies Bernaer
Account Executive	Silke Galle
Brand Strategist	Aze Van Coillie
Head of Digital	Joachim François
Digitale Strategie	Wies Dickens
Developer	Arno van Biesen
RTV Production	Sara De Grave
Produktionsfirma	AKA De Mensen
Regisseur	Eva Cools
Direktor Fotografie	Willem Jones
Executive Producer	Eline Rousseau
Produzent	Natalia Tjurina
Offline Editor	Frederik Vandewalle
Post-Produktion	FamousGrey Productions
Cutter	Sven Vanhee
Cutter	Gilles Desplanque
PR Agency	Famous Relations, Groot-Bijgaarden
Public Relations	Stephanie Van Bets
Public Relations	Astrid Jacobs
Public Relations	Zoë Cnaepkens
Medienagentur	Mindshare Worldwide
Medienteam	Tina Tribout