We typically find it harder to show empathy for mental pain than for physical pain. Why? Because mental pain is invisible and therefore difficult to understand. Moreover, stigma in society often leads to misinterpretations of that pain. As a pioneer in mental well-being, Helan healthcare wanted to make patients of mental disorders feel more understood and acknowledged. Helan wanted to do so in support of the 1 out 10 people in Belgium who suffer from a psychological disorder.
Problem
So with the help of artificial intelligence, we made invisible pain visible. For the first time A.I. was not used to merely generate an image, but as a new way of communicating between people and their surroundings, enabled by a brand. Under the guidance of a clinical psychologist, we let patients express their pain in a very detailed way. An AI image generator then created a unique visualisation of the experienced pain, that could be understood by Helan, and by the rest of the world.
Result
he impact on our brand was unmistakable: whilst all competitors lost on brand awareness and brand consideration, Helan’s awareness rose with +8% and consideration with +11% The comprehension of mental pain went far beyond the relationship between Helan and patients: 1) See My Pain was a huge step forward to create more comprehension in wider society: - The documentary had an engagement rate of 228% above benchmark and a CTR to the Helan site of 253% , showing that people engaged with it on a much deeper level. - As a result of this engagement and press interest, we reached 3.2 million people, that’s half of the population in our target region (Flanders) 2) See My Pain is even transforming the medical world. The biggest Belgian Psychiatric Hospital, Group Alexius, is now using our tools for therapy.
