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Let's be stigma-free


Watch our campaign video and start the journey to destigmatise mental health together.

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About "More Than A Label"

“More Than a Label” is Mind HK’s antistigma campaign, in partnership with MINDSET Hong Kong, which stems from its goal of changing and influencing the public’s perception towards persons with diagnosable mental health conditions. Funded by Jardines Matheson, this campaign encourages the public to look beyond the typical, stigmatising, labels associated with mental health diagnoses. Through personal stories of mental health journeys, we want to showcase realistic portrayals of people who have faced mental health problems and recovered and depict their holistic identity.

With this campaign, we hope to raise awareness of the stigma towards persons with mental health conditions, celebrate the resilience and strength of people in recovery, and educate and equip the public with mental health knowledge. We believe this will facilitate more conversation in mental health, which will in turn help destigmatise mental health in Hong Kong.

Why "More than a label"?

The world is full of labels. Although the term ‘label’ is neutral, many labels tend not to be. We label a person based on stereotypes and negative, inaccurate perceptions, rather than their true selves and stories. Labels have the power to affect our attitudes and behaviours, only strengthening the stigma around mental health. This is not only a Hong Kong phenomenon but also a global one.

People diagnosed with a mental health condition are commonly labelled by their diagnosis or the negative stereotypes linked to mental health, e.g. being “crazy” or “violent”, which has the power to define who they are as a person. We challenge inaccurate representations (and labels) of mental health conditions and show that people with experience of mental health conditions have more than one label and identity, as do you and I. They are people just like us.

A mental health condition or struggle does not, and should not, define who you are — every person is #MoreThanALabel.



Who are Mind HK Ambassadors?

We organise regular training sessions for ambasadors with personal experiences of mental health conditions to share their stories in a safe and comfortable way. Through this campaign, ambassadors are trained to bravely share their mental health stories to destigmatise mental health conditions in Hong Kong.

How can I become an ambassador?

If you are a Hong Kong resident aged 24 or above, have experienced a mental health problem and recovered, and would like to learn how to share your personal experience, you are welcomed to join our Mind HK Ambassador training. To become a Mind HK ambassador, please fill in the application during the registration period. Follow our social media (@morethanalabelhk) and subscribe to our newsletter for updates on course dates and availabilities!

<p>Please note that this programme is for individuals who are in recovery, and it is not intended as therapy. The information you provide will only be seen by the Anti-Stigma Programme team and will be kept confidential.

Where can I learn more about the campaign?

Follow @morethanalabelhk on Instagram and visit our website for more information and event updates!

What is Stigma?

Stigma is when we as a society apply negative characteristics to a group of people. Stigma prevents people from seeking help, and it also stops others from offering support. Moreover, the stigma of mental health can result in the discrimination of those experiencing mental ill-health. On a broader level, the stigma around mental health means that we, as a society, don’t value mental health in the same way we do physical health. Because of this, we may not prioritise mental health on an individual, community, or policy level.

What is recovery?

Recovery is more than the absence of symptoms. It describes the process of regaining a sense of wellbeing, and returning to living a positive and fulfilling life, with meaning and hope in life. With appropriate support and treatment, recovering from a mental health condition is possible. Even if some symptoms remain, individuals in recovery can live lives with limited or no interference to their functioning.

What is diagnosable mental health condition?

A diagnosable mental health condition is a psychiatric diagnosis given to an individual, by a physician (psychiatrist or general practitioner) or a clinical psychologist, when an individual presents with symptoms that have lasted for a while and are impacting multiple aspects of life.

Why is our mental health important?

If we are not of our mental health and do things to maintain good mental health, symptoms may worsen or become chronic. Not prioritising our mental health increases the risk of us developing a diagnosable mental health condition. However, with appropriate treatment and support, individuals with diagnosed conditions can recover and return to a state of good mental health.

Where can I seek help?

For emergency support, please dial 999, or visit your nearest A&E department.

Visit Mind HK ‘Find Help Now’ page for a list of hotline and online support:

Visit Mind HK ‘Community Directory’ for other local mental health services:

Learn more about seeking help in Hong Kong:

About MINDSET banner


MINDSET is a registered charity in Hong Kong founded by the Jardine Matheson Group in 2002, focused on making a positive and sustainable difference in mental health — a vitally important yet under-resourced area of global concern.

With operation in Hong Kong and Singapore, we collaborate with a number of mental health organisations and NGOs, advocacy groups and corporate partners, with an aim to raise awareness and change the perception and attitude around mental health. Our mission is to challenge stigma through the education and empowerment of individuals to enable them to share with, and support, one another. We also provide direct assistance to people with mental ill-health. Visit their Facebook page @MINDSETHongKong and website at to learn more about MINDSET.

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