Rewriting the scroll: MindNation, dentsu rethink social media for wellbeing

Mental health and well-being company MindNation has collaborated with dentsu Philippines to reprogramme the scroll. Their joint campaign, "Learn to pause", transforms social media from a stress trigger into a mental wellness tool - using algorithm-friendly content to slow users down, not wind them up.

It's a timely proposition: what if the endless loop of Instagram Reels and TikTok videos could be repurposed to serve the very mental health it's often accused of damaging?

"We believe that the most impactful change often starts with the smallest steps like taking a pause," said Cat Triviño, co-founder and chief product and data officer at MindNation. "Through 'Learn to pause', we're grateful to have found a like-minded partner in dentsu Philippines, who shares our vision of making mental health support accessible and stigma-free."

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At its core, "Learn to pause" is a creative counterforce to doomscrolling. The campaign uses looping animations with minimalist line art and ASMR-style sound design - an approach informed by consultations with licensed psychologists. The visual language is simple yet deliberate, designed to trigger mirror neurons in the brain that respond to rhythmic, soothing patterns.

But this isn't just mood music and soft visuals. These animated loops also act as mini mental health explainers - translating complex psychological experiences into relatable, digestible scenes. Each piece is engineered not only to ease anxiety but to build mental health literacy, gently ushering viewers toward MindNation's support services, including therapy consultations and app-based wellness tools.

"Social media is a constant presence in our lives, so it's vital that we also harness its power to promote mental wellness," said Jerry Hizon, chief creative officer at dentsu Creative Philippines. "Our team designed each piece and strategically worked with the algorithm to insert micro-moments of calm, reflection, and, ultimately, healing into people's feeds."

The campaign, Hizon revealed, was four years in the making - a stretch marked by internal advocacy, setbacks, and reworks. "Hopefully, these little pauses will empower users and scrollers to take the first step towards mental health care," he added.

The persistence paid off. Since its launch, "Learn to pause" has generated over 33,000 website visits, 3,500 app downloads, and more than 400 booked consultations.

According to its website, MindNation offers round-the-clock access to licensed mental health professionals, with a wide selection of specialists available 24/7, wherever support is needed. For those who prefer a self-paced approach, the platform also provides unlimited access to expert-crafted tools and resources.

Its stress management programmes pair individuals with trained professionals to address burnout, boost productivity, and improve overall well-being. For businesses, MindNation delivers customised ROI reports that quantify the cost of mental health challenges and the tangible impact of its interventions.

MindNation operates globally with a strong foothold in Southeast Asia, most notably the Philippines. The platform has reached more than 120,000 individuals and partnered with over 150 organisations across the US, Latin America, and Asia.

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