(14th November 2022 – Hong Kong) – The “More Than A Label” anti-stigma campaign was launched by Mind HK in partnership with the Jardine Matheson Group’s charity – MINDSET Hong Kong (MINDSET) in 2021. It aims to reduce the stigma against those living with mental health conditions by presenting real-life stories to encourage a more accurate and positive attitude towards mental health within Hong Kong society. 

To continue its mission and commemorate the first anniversary of the campaign this year, Mind HK joined hands with its ambassadors to present a brand-new public exhibition titled “More Than A Label: I was, I am, I will be” from 21 – 28 November 2022 at Sun Fung Mansion, Central. With a focus on self-reflection and learnings from the recovery journey, the exhibition showcases Mind HK’s ambassador’s thoughts and feelings towards their past experiences in going through mental health challenges and how these are helping them to grow with greater empathy, resilience, and strength. Together with several interactive sharing sessions, the exhibition hopes to offer fresh and inspirational perspectives for visitors in managing mental health, encourage reflection and foster conversations around the topic.


A recent survey conducted by Mind HK in September 2022 on mental health stigma in Hong Kong revealed that 32.8% of residents think that seeing a mental health professional means they are not strong enough to manage their own difficulties, and 36% of them would not be willing to employ someone if they knew they had a mental illness.  22.7% said it is best to avoid people with mental illness, so they don’t develop the same problem. These figures show that the stigma around mental health is still a significant concern in the city. This arises largely from a lack of understanding of the issues. Stigma and self-stigma are also the main obstacles that prevent people from seeking help – 19.4% of respondents would not tell anyone if they had a mental illness.


Dr Candice Powell, the CEO of Mind HK, said: “Data is important for mental health, scientific and public health development, but stories are essential to remind us of the full spectrum of human experience and enrich our perspectives. Storytelling connects us through allowing us to resonate with our common humanity.”


The more you know, the less you fear. The exhibition will feature a spectrum of lived experiences facing mental health challenges and recovery journeys through multimedia and creative formats. Exhibits include written pieces from Mind HK’s ambassadors in the form of “A Letter to Yourself ”, addressing their past selves, and the ups and downs of dealing with mental health challenges. There are also poems about mental health in different forms, and artistic 3D-printed installations painted by the ambassadors to interpret their personal mental health journeys during their periods of stress. 

Other than just narratives, the exhibition also invites ambassadors to use art to shed light on their mental health stories. Claudia, a Mind HK Ambassador, said: “Of all forms of expression, art has served me throughout my life as a safe haven, a coping strategy, and also as a way to connect with people. I find that art opens up pathways for me to connect with my inner child. It is very cathartic to meet the previously unmet needs of my inner child and allow her to authentically express herself in the safety which she deserves.”  


In addition, Mind HK has also created three inspirational videos together with the ambassadors to release in the exhibition. Titled “Dear Me,”, “Speaking of mental health…” and “Let’s talk about our mental health”, the videos highlight useful advice and deeper perspectives on how the ambassadors’ experiences brought them into the future; provoke answers surrounding the idea of mental health and stigmatisation as well as sharing between the ambassadors to encourage public reflection and conversations. 

Jonathan, a Mind HK Ambassador said: “Sharing one’s mental health story is empowering. It is empowering in the way I can reflect on the past to understand the present. By understanding the present, I can look to the future. Mental health story sharing provides self-understanding by knowing the close relationships between anxiety and different neurodevelopmental conditions. It also leads to self-healing, I forgive others and myself and start to live with self-compassion.” 

Join us this November. Learn through the lived experiences of mental health ambassadors in Hong Kong and start conversations around mental health. 


Details of “More Than A Label: I was, I am, I will be” Exhibition

Date: 21 November 2022 – 28 November 2022

Location: G/F, Shop No. 5, Sun Fung Mansion, 52-60 Lyndhurst Terrace, Central, Hong Kong

Opening Hours:

Date Opening Hours Activity
21/11 (Monday, soft opening) 2:30 PM – 6:00 PM
22/11 (Tuesday, official opening) 11:00 AM – 5:00 PM
23/11 (Wednesday) 11:00 AM – 7:30 PM
24/11 (Thursday) 11:00 AM – 7:30 PM Evening Sharing Event (7:00pm-8:00pm)
25/11 (Friday) 11:00 AM – 7:30 PM
26/11 (Saturday) 11:00 AM – 7:30 PM
27/11 (Sunday) 11:00 AM – 7:30 PM
28/11 (Monday) 11:00 AM – 3:00 PM 


High-res Images



Campaign Videos (Dear Me, Speaking of Mental Health… and Let’s talk about our mental health)



Press Enquiries:

Chance Communications

Jeff Chan / Chloe Hung 

E: [email protected]/ [email protected] 

T: +852 2509 3308

Mind HK
Carol Liang, Deputy CEO, Mind HK 

E: [email protected]

Emet So, Communications Coordinator, Mind HK 

E: [email protected]


About Mind HK

Mind HK (Mind Mental Health Hong Kong Limited) is an S88 registered charity (91/16471), which was launched in 2017. The organisation’s vision is to ensure that no one in Hong Kong has to face a mental health problem alone. Through resources, training, and outreach campaigns and programmes, the work of Mind HK helps to raise awareness of mental health and reduce the associated stigma, with the aim of achieving the best mental health for all in Hong Kong. With existing collaboration and research efforts, Mind HK is here to support Hong Kong in becoming a global leader and regional model for public mental health. For more on their work, vision, and mission, please visit www.mind.org.hk


Mind HK’s Social Media Platforms: 

More Than a Label’s Instagram: @morethanalabelhk

Mind HK’s Facebook: @hongkongmind /Mind HK’s  Instagram: @mindhongkong 



MINDSET is a registered charity in Hong Kong founded by the Jardine Matheson Group in 2002, focused on making a tangible and sustainable difference towards the underserved mental health community.

MINDSET operates in Hong Kong and Singapore. We aim to raise awareness and change perceptions towards mental illness, as well as support initiatives that foster improved mental health through our three focus areas of community partnership, the Jardines’ network, as well as fundraising & financial support.

We lead through corporate partnership, education, advocacy and sponsorship, while engaging with the mental health community to drive positive change. 




About Jardine Matheson  

Jardine Matheson is a diversified Asian-based group with unsurpassed experience in the region, having been founded in China in 1832. Jardine Matheson operates principally in China and Southeast Asia through a large number of subsidiaries and affiliates.

These companies are active in the fields of motor vehicles and related operations, property investment and development, food retailing, health and beauty, home furnishings, engineering and construction, transport services, restaurants, luxury hotels, financial services, heavy equipment, mining and agribusiness.