(Hong Kong, 5 October 2020) In advance of World Mental Health Day on 10 October, Mind Hong Kong (Mind HK) announced today the launch of ‘#BehindTheMask’, a campaign that addresses the critical objective of normalising the wide range of feelings Hongkongers are experiencing amidst the pandemic, inspiring them to speak up and seek support for their mental health.

 

Supported by Taikoo Place, the campaign is a response to the declining mental well-being of people in Hong Kong, especially young adults, as a result of the pandemic. An online survey conducted by Mind HK found that amongst Hong Kong residents, 57% of young adults aged 18-34 stated that their mental health has worsened during the third wave of COVID-19 (July – September 2020). Key factors affecting respondent’s mental health during this time include feelings of boredom and restlessness (78%), concerns about work (60%) and their financial situation (65%), as well as feelings of loneliness (60%).

 

The #BehindTheMask Campaign

To help Hongkongers understand that things are not always as they seem when it comes to emotions of others and their mental well-being, especially during these difficult times, the campaign is powered by three core elements, including a video, social media, and clinical support.

 

Video: #BehindTheMask how okay are you?

Due to the pandemic, wearing an emotional “mask” in Hong Kong has become part of daily life; masks hide a person’s expressions, as well as their true feelings. Mind HK’s campaign focuses on Hongkongers and what they are feeling then compares what they can see (with the mask on) and what they can’t see (behind the mask) through a short film.

The short film follows a young woman as she goes about her day in Hong Kong, feeling uncertain and questioning what emotions passers-by are hiding behind their masks. With each person she passes and wonders about, we learn through voice-over how different their inner thoughts are from their outward appearances. By exposing this dichotomy, Mind HK aims to reassure the public that they are not alone in how they are feeling, as well as encouraging individuals to speak up and take care of their own and others’ mental wellbeing during this difficult time.

Social Media

Link to Instagram Filter: www.instagram.com/ar/253025249380287/

To engage the community and encourage them to express their true feelings and emotions under their mask, Mind HK has launched an Instagram filter as part of the #behindthemask campaign. This relatable approach allows people to easily express how they feel and inspire others to openly do so as well.  Each emotion used in the filter is inspired by Mind HK’s survey results and the common feelings people have been facing over the last few months.

 

Dedicated Mental Health Support Initiatives

In addition to raising awareness, the #behindthemask campaign also includes dedicated mental health support initiatives to provide direct support to those in need. The COVID Mental Health Relief Scheme, a partnership with the COVID mental health relief committee, volunteer qualified clinicians in Hong Kong’s private and public practices, is offering short-term pro bono mental health support to those that have been most affected by the COVID-19 pandemic, particularly low-income groups and those in quarantine centres or hospitalised. The second programme is Help Me, Mind HK’s new virtual mental health assistant that uses artificial intelligence (AI) to make access to information on mental health and support easier to find and more readily available to the Hong Kong public.

 

To register interest or enquire about the scheme, visit: https://www.mind.org.hk/covid19reliefscheme/

 

Dr. Hannah Reidy (CEO, Mind HK) said: “Everyone in Hong Kong has been affected by COVID-19 in some way, be it through staying at home, being separated from friends and family, uncertainty about work or education, or worrying about the virus itself. By unveiling #behindthemask, we want to show people struggling with their mental health that they are not alone and encourage them to seek the support they need and check in on others.”

 

“COVID-19 has thrust wellness into the spotlight like never before, so we’re looking forward to working with Mind HK to raise public awareness on the importance of mental health. At Taikoo Place, our efforts to build a vibrant community revolve around the wellbeing of tenants, staff and the greater Quarry Bay neighbourhood. Our tailored arts and culture initiatives encourage work-life balance, and help people recharge. This year we’re excited to launch our  PROJECT AFTER 6: THE PITCH 2020 concerts online, and we’re confident they’ll spread positive energy during these challenging times,” Priscilla Li, General Manager, Taikoo Place.

 

-END-

Join the conversation on:

Link to video: https://www.youtube.com/watch?v=FZ9iKmJYHUg&feature=youtu.be
Mind HK Website: www.mind.org.hk

Mind HK Website (#behindthemask): www.mind.org.hk/behindthemask

Facebook: www.facebook.com/HongKongMind
Instagram: www.instagram.com/mindhongkong
Twitter: www.twitter.com/mindhongkong

 

High-resolution images can be downloaded here:
Link: gallery.sinclaircomms.com 
Password: talkofthetown

About Mind Hong Kong:

Mind HK, established as “Mind Mental Health Hong Kong Limited,” is a registered S88 charity (91/16471) committed to improving awareness and understanding of mental health in Hong Kong. They collaborate with other local and international mental health charities and provide online support and training programmes, based on global best practice, to empower anyone experiencing a mental health problem and equip them with the resources they need. Through collaborative research, Mind HK is leading the way in understanding mental health problems in the city and providing its population with the right support and resources.

Anyone in Hong Kong who needs help with their mental health can be assured that they are entitled to the full support of Mind HK irrespective of their gender, race, background or beliefs. To be effective and credible, Mind HK operates as a neutral and impartial humanitarian charity without any political affiliations or other conflicts of interest. The work we do, especially our research, is dedicated to improving the health of vulnerable groups and maintaining the best mental health possible for all of Hong Kong. We hope that anyone reporting or commenting on our work will respect and support our independence and neutrality.

 

About Taikoo Place

Taikoo Place is recognised as one of Hong Kong’s best-planned business hubs, managed by Swire Properties. The portfolio offers over 5 million sq ft of prime commercial space for local and multinational corporations. A wide range of cosmopolitan business and leisure amenities are situated within the area, including the multi-purpose venue ArtisTree, the co-working hub Blueprint, the private members’ club The Refinery, the landscaped garden Taikoo Park, and restaurants and cafes. Within five-minute walking distance are the shopping mall Cityplaza and the lifestyle business hotel EAST, Hong Kong. www.taikooplace.com

 

Media Contacts:
For information or interviews, please contact Sinclair

Nikki McLucas | [email protected]    | (852) 6895 0534

Sarah Chow     | [email protected] | (852) 5932 9980

 

For emergency support please contact the below services:

Samaritans 24-hour hotline (Multi-lingual): (852) 2896 0000

Samaritan Befrienders 24-hour hotline (Cantonese only): 2389 2222

Suicide Prevention Services 24-hour hotline (Cantonese only): (852) 2382 0000

More crisis support services can be found here: mind.org.hk/find-help-now

More non-urgent support services can be found here: https://www.mind.org.hk/community-directory/

 

Appendix

 

Online Survey (September 2020) 

Mind HK’s survey was conducted in September 2020 (September 11 – September 27 2020) and received 328 respondents.

 

All respondents (Hong Kong residents only)

  • 37% described their mental health as poor/very poor
  • 55% said their mental health has gotten worse between July and September 2020 (compared to 43% during the early months of the pandemic in Spring 2020)
  • Most significant factors impacting mental health:
    • Feeling bored/restless: (73% said this made their mental wellbeing worse between July and September 2020)
    • Not being able to go out as much (76% said this made their mental wellbeing worse between July and September 2020)
    • Not being able to play sports or exercise (64% said this made their mental wellbeing worse between July and September 2020)
    • Concerns about work: (58% said this made their mental wellbeing worse between July and September 2020)
    • Concerns about your financial situation: (61% said this made their mental wellbeing worse between July and September 2020)
    • Feeling lonely (55% said this made their mental wellbeing worse between July and September 2020)

 

Young adult respondents (18-34) (Hong Kong residents only)

  • 41% described their mental health as poor/very poor
  • 57% said their mental health has gotten worse between July and September 2020
  • 51% reported feeling stressed
  • Most significant factors impacting mental health:
    • Feeling bored/restless: (78% said this made their mental wellbeing worse between July and September 2020)
    • Not being able to go out as much (76% said this made their mental wellbeing worse between July and September 2020)
    • Not being able to play sports or exercise (62% said this made their mental wellbeing worse between July and September 2020)
    • Concerns about work: (60% said this made their mental wellbeing worse between July and September 2020)
    • Concerns about your financial situation: (65% said this made their mental wellbeing worse between July and September 2020)
    • Feeling lonely (60% said this made their mental wellbeing worse between July and September 2020)