Campaign India Team
Feb 19, 2016

MPower urges India to #StampOutStigma on mental health

Watch the awareness film conceptualised by Ananya Birla here

MPower, billed as a ‘movement’ to create awareness on mental health issues, and provide world class mental healthcare services in India, has been kicked off.
The launch elements included website and video with the theme #StampOutStigma (above). The film has been conceptualised by Ananya Birla, co-founder and
vice chairperson, MPower. 
“You say that it is tiresome to watch me do the same things over and over again,” says a young woman with sealed lips, holding up a sheet that says ‘OCD’. “Imagine what it must do to me. Can you hear me?” she pleads, as her contrasting, distressed visage momentarily displays the pain she endures because of her condition.
A young boy in a similar situation clarifies holding up a board that says ‘Panic attacks’, that he is not looking for attention and that the attacks are real. 
More such characters with sealed lips display signs for anxiety, depression, schizophrenia, bipolar and anxiety, before all of them walk together from behind bars and remove the plasters on their mouths. “Stigma and bias shame us all. But mental illness is nothing to be ashamed of,” says the voice over. They come out of their confine, saying ‘My illness will not define me’. A voice over urges viewers to #StampOutStigma by joining the MPower movement.
MPower intends to open a treatment centre in South Mumbai ‘soon’. An Mpower Foundation will strive to make mental health care services available to all, informed an official statement.
The founder and chairperson of MPower is Neerja Birla, also chairperson of The Aditya Birla Educational Trust, which runs The Aditya Birla Integrated School for children with learning disabilities. 
Credits (film)
Brand: MPower
Concept: Ananya Birla
Production house: Kickstart Entertainment
Director (film): Vicky Bahri
Campaign India

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