March 1, 2019

Talk About It


Adamjee Life has always come out as a brand that truly cares about the society. Whatever we do, our main objective has always been to think for the wellbeing of the people and the environment around us. We, as a brand, have tried and highlighted some of the most crucial, yet untouched issues of the society previously and would like to do the same through our upcoming campaigns/initiatives.

World Mental Health Day is observed on 10th October every year, with the overall objective of raising awareness of mental health issues around the world and mobilizing efforts in support of mental health.

This year, we decided to come up with a unique approach of highlighting this major issue of mental health and stress faced by a lot of people in our society who are reluctant to talk about it, and providing solutions to overcome it by #TalkingAboutIt without being judged. Our objective was to convince people on the fact that mental stress, anxiety or depression is real and if they do not talk about it, it could make things worse for them.

Studies show that Depression affects 44% of the entire population in Pakistan and people aged 15 to 29 are most likely to get affected by it. Not only this, long-term difficulties like financial problems are a major cause of depression or mental stress. Considering all this, Adamjee Life created awareness about this strong emotion which seems negligible to some people initially but leads to unpleasant circumstances/situations later on.

We took a renowned psychiatrist on board for this campaign, who encouraged people to register for sessions to talk about the mental stress that they face every day due to different reasons.

Renowned celebrities like Dr. Shaista Lodhi and Nadia Hussain also came forward, supported our cause and encouraged people to talk about the issues they face in daily lives.

The response received was phenomenal. People genuinely came forward and discussed the issues they face on daily basis which leads to mental stress or depression. We also trended on twitter from all over Pakistan which surely was a proud moment for us.