Staff Writer
Oct 21, 2021

How marketers can change the game for mental health in Indonesia

Brands need to take an active role in the conversation around mental health - especially given that consumers increasingly want brands to make active contributions to their wellbeing.

Campaign Asia’s editorial director Robert Sawatzky sat down with Dr. Jiemi Ardian, psychiatrist at Siloam Bogor, Marlen Deine, SVP brand strategy of Blibli, and Dwi Adriansah, country head of Twitter Indonesia for a deep-dive into how marketers can change the game for mental health
PARTNER CONTENT

Since the COVID-19 pandemic, many people have found themselves feeling isolated during lockdown periods, raising the need for better awareness of mental health and wellbeing.

This rising awareness is reflected in the recently-launched Twitter Trends Indonesia report, which highlights six popular topics on the platform: Well-being, Creator Culture, Everyday Wonder, One Planet, Tech Life and My Identity. 

According to the report, there was a 17% growth in conversations around both well-being and mental health on Twitter Indonesia*. 

Campaign Asia’s editorial director Robert Sawatzky sat down with Dr. Jiemi Ardian, psychiatrist at Siloam Bogor, Marlen Deine, SVP brand strategy of Blibli, and Dwi Adriansah, country head of Twitter Indonesia for a deep-dive into how marketers can change the game for mental health, in light of the release of the Twitter Trends Indonesia report.

While mental well-being remains a taboo topic in some parts of Indonesian society, there are positive signs that young Indonesians are pushing past social stigmas to share more of their experiences online - and increasingly so during the pandemic. 

Social media platforms, such as Twitter, have provided a safe space for users to share stories, thoughts, and tips in hopes that others can find solace and feel more understood during hard times.

With social media platforms playing a key role in driving these conversations, Dwi Adriansah says the first pandemic wave resulted in a 23% growth spike in conversations around self-care on Twitter.

Individuals now stress the importance of rest and self-love; and are looking for ways to improve their lifestyle through skin-care, sports, and home-life. 

On social platforms, brands are taking the initiative to highlight information of products that will aid health and well-being, providing consumers with convenient access to essentials with direct links, and allowing them to create comfortable, stress-free homespaces. 

Marlen Deine emphasises the importance for brands to lead by “listening” to what consumers are talking about; and Dwi reinforces this idea, noting 75% users want brands to make active contributions to their wellbeing**. 

In order to connect with their audience on a deeper emotional level, brands such as Blibli are engaging with their audience through newly curated marketing campaigns, illustrating their empathy and relatability. 

One way brands can engage with their audience is to share stories via social media to curate common shared values with the audience, allowing them to build a connection with the audience - beyond the functional purpose. 

Will the conversation around well-being and mental health continue beyond COVID-19? Research indicates that COVID-19 will pose long-term mental health challenge. Beyond that, mental health also needs to become a long-term priority. 

As Dr. Jiemi Ardian notes, it is important to not just talk about the diagnosis of mental issues, but for users and brands to provide an educational platform on how to implement self-care beyond the pandemic. 

Watch the panel above to learn more about how brands can change the game for mental health in Indonesia. 

Watch the other panel in this series:

  • Creator Culture in Indonesia: Seeking authenticity and building trust 

For more insights from the top conversation trends in Indonesia, download the Twitter Trends Indonesia Report here. 

*and**Havas, Meaningful Brand Study 2017

 

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

Agency Report Cards 2023: We grade 31 APAC networks

Campaign Asia-Pacific presents its 21st annual evaluation of APAC agency networks based on their 2023 business performance, innovation, creative output, awards, action on DEI and sustainability, and leadership.

1 day ago

OpenAI inks multi-year content deal with News Corp

The five-year agreement comes as Microsoft, OpenAI, and Google face intense scrutiny over training AI models on copyrighted content usage without consent.

1 day ago

Agency Report Card 2023: Initiative

Losing long-term client Carlsberg is a blow for the agency, and Initiative has tried to mitigate the losses with solid employee initiatives.

1 day ago

Global indie media rankings: PMG and Cossette lead ...

Big single wins for Australia's Nunn Media and Howatson+Co helped them place 3rd and 11th respectively.