ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Learn To Pause
Agency Dentsu Creative Philippines / Makati City + MindNation Philippines/ MindNation Philippines, Consultations and Sessions
Category
Design for Good
Annual ID
OA25_DES003B
Background
The Philippines, renowned as the "social media capital of the world," boasts a highly digitally connected population, with Millennials and Gen Z particularly immersed in online platforms. While social media offers numerous benefits, such as connectivity and access to information, it also presents significant challenges to mental well-being.
This generation faces unprecedented levels of stress, anxiety, and social pressure, amplified by the constant comparison, curated realities and 24/7 access to global issues often presented on social media. This hyper-connected environment can contribute to feelings of isolation, inadequacy, burnout, or the constant feeling of overwhelming negativity due to the overexposure to current events.
Recognizing these pressing issues, MindNation, a mental health and well-being organization in the Philippines, launched a campaign that could provide a pause from the non-stop negative thoughts and negative impacts of social media.
This generation faces unprecedented levels of stress, anxiety, and social pressure, amplified by the constant comparison, curated realities and 24/7 access to global issues often presented on social media. This hyper-connected environment can contribute to feelings of isolation, inadequacy, burnout, or the constant feeling of overwhelming negativity due to the overexposure to current events.
Recognizing these pressing issues, MindNation, a mental health and well-being organization in the Philippines, launched a campaign that could provide a pause from the non-stop negative thoughts and negative impacts of social media.
Creative Idea
Collaborating with licensed psychologists from MindNation, we discovered that repeating patterns that mimic brain wave frequencies, such as fractals, binaural beats, and rhythmic visuals, can induce relaxation by aligning with natural mental states like alpha (calm focus) or theta (meditative). This effect is widely used in meditation, therapeutic design, and mental well-being programs to reduce stress and enhance cognitive balance. With this insight, the campaign developed looping videos harnessing the power of repeating patterns, soothing colors and ASMR. The videos create a calming experience that encourages viewers to pause, reflect, and consider their mental well-being.
The soothing visuals were not only a much needed break in the middle of doomscrolling, but they were also used to depict common mental health struggles, such as anxiety, depression, and loneliness, encouraging scrollers to pause or learn more about these issues with MindNation. The campaign transforms social media from a typical source of stress into a platform for promoting mental health awareness and encouraging proactive self-care.
The soothing visuals were not only a much needed break in the middle of doomscrolling, but they were also used to depict common mental health struggles, such as anxiety, depression, and loneliness, encouraging scrollers to pause or learn more about these issues with MindNation. The campaign transforms social media from a typical source of stress into a platform for promoting mental health awareness and encouraging proactive self-care.
Insights & Strategy
"Learn to Pause" was crafted with meticulous care, prioritizing both impact and user experience. We employed a minimalist aesthetic, utilizing simple line art and soothing ASMR sounds to create visually captivating and emotionally resonant animations. These were strategically placed within the digital spaces where our target audience thrives, ensuring maximum visibility and engagement.
While the issue of doomscrolling and its results stem from the hyperconnectivity on social media, "Learn to Pause" aims to provide a solution on the very same platform. Similar to the short form content users constantly find as they scroll on their feed, the campaign utilizes short, looping video animations to interrupt the endless scroll and encourage a pause for reflection.
While the issue of doomscrolling and its results stem from the hyperconnectivity on social media, "Learn to Pause" aims to provide a solution on the very same platform. Similar to the short form content users constantly find as they scroll on their feed, the campaign utilizes short, looping video animations to interrupt the endless scroll and encourage a pause for reflection.
Execution
"Learn to Pause" was carefully crafted to make sure it was both effective and enjoyable. We used simple, clean designs with a limited color palette and relaxing sounds to create animations that were easy on the eyes and calming to the mind. We strategically placed the campaign on the social media platforms where our target audience spends most of their time, making sure the right people saw it.
We made sure the campaign used a friendly and understanding tone, avoiding any language that could make people feel judged or uncomfortable. We carefully planned and adjusted the campaign based on feedback from the target audience to make it even better. By focusing on these key aspects, "Learn to Pause" successfully delivered a powerful message about mental health while creating a positive and engaging experience for viewers.
We made sure the campaign used a friendly and understanding tone, avoiding any language that could make people feel judged or uncomfortable. We carefully planned and adjusted the campaign based on feedback from the target audience to make it even better. By focusing on these key aspects, "Learn to Pause" successfully delivered a powerful message about mental health while creating a positive and engaging experience for viewers.
Results
The "Learn to Pause" campaign resonated with the target audience, driving significant engagement and action with MindNation.
Within just two months, the campaign prompted over 33,000 website visits, with over 3,500 app downloads, and resulted in over 400 consultation packages booked. This impressive response demonstrates the campaign's effectiveness in not only raising awareness about mental health but also in directly connecting individuals with the support they need.
Within just two months, the campaign prompted over 33,000 website visits, with over 3,500 app downloads, and resulted in over 400 consultation packages booked. This impressive response demonstrates the campaign's effectiveness in not only raising awareness about mental health but also in directly connecting individuals with the support they need.
2025 Awards
Total Points: 6
Bronze Award
Credits
Agency
Dentsu Creative Philippines / Makati City
Client / Brand
MindNation Philippines/ MindNation Philippines, Consultations and Sessions
Art Director
Karl Macapagal
Nadine Sarmiento
Naomi Santos
Associate Creative Director
Jo Aguilar
Chief Creative Officer
Jerry Hizon
Copywriter
Xavier Hodreal
Creative Director
Nikki Golez
Therese Liboro
Executive Creative Director
Gary Amante
Senior Brand Strategist
Patricia Felize Manuel
Social Media Director
Jazmine Liwag
Account Director
Nikki Del Carmen
Business Design Director
Dastine Sumatra
Chief Executive Officer
Ronald Barreiro
Chief Strategic Planner
Trina Torres
Client Service Director
Julia Pronstroller Gallardo
Digital Director & Influencer Management Head
Tabbi Tomas
Experience Design Director
Nif Ruedas
Illustrator/Animator
Jo Aguilar
Managing Director
Elyse Bella
Senior Business Design Manager
Nadine Agoncillo
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