For people who have struggled with mental health, talking to younger self with experience as your power can be a powerful tool for healing.

AKQA Brussels and Belgian health insurance have used the tool in a moving experiment to raise awareness about mental health. They have enabled Jelle, a 29-year-old who – with the help of a psychological team – gets the chance to speak to his younger self.

Jelle’s struggles began when he was thirteen, exacerbated by his parents’ contentious divorce, school bullying and low self-esteem. His experiences led Jelle into a deep depression that culminated in a suicide attempt. Yet, there was also a pivotal moment. After receiving psychiatric care and support from those around him, he now looks forward to life with renewed hope.

Jelle came face to face with a life-sized, lifelike artificial version of himself, created by the design studio Uncanny using numerous childhood photos. During filming, a team of specialists ensured that Jelle’s teenage counterpart could respond to his current self’s reflections.

The campaign, If I Could Tell Myself Something, was inspired by a therapeutic technique that encourages individuals to write letters to their younger selves. Following an intensive preparatory phase guided by psychologist, Sarah Van Pelt, Jelle’s story was captured with remarkable intimacy by AKA De Mensen and director, Tom Willems.

The result is an emotional yet hopeful documentary that hopes to provide support for individuals facing mental challenges.
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​The initiative forms part of a broader approach by Helan, which aims not only to facilitate discussions around mental pain but also to offer targeted assistance. The platform helan.be/jelle provides resources and advice for both individuals struggling with mental health issues and their loved ones. Additionally, Helan calls on policymakers to prioritise mental health concerns, urging the government to continue promoting the discussion and prevention of mental health issues, as well as improving access to mental health care.

Credits
Client: Helan Onafhankelijk ziekenfonds ​
​Client team: Ariane Collard, Sarah Masschelein, Lynn Pellens & Lorenzo Veppi

Agency: AKQA Brussels ​
​Executive Creative Director: Peter Ampe ​
​Creative Team: John Benois & Kenn Van Lijsebeth ​
​Strategic Planner: Aze Van Coillie ​
​Account Director: Olivia Naudts, Lies Bernaer ​
​Account Manager: Maxine Heylands
Social Creative: Charline Laurent ​ ​
​Performance Marketer: Dieter Michielsen ​
​Desktop Publisher: Franco Scaramuzza
Heads of Production: Olivia Naudts, Myriam Maes ​
​Producers: Bram Busschots, Gaelle Haesaert ​

Production Company: AKA De Mensen ​
​Director: Tom Willems ​
​Executive Producer: Eline Rousseau ​
​Producer: Rana Cools ​
​AI & Tech Studio: Uncanny ​ ​
​Visual Storyteller: Sven Vanhee ​ ​
​Sound Engineer: Mathieu Savenay

PR Agencies: AKQA Brussels PR & Team Lewis
​PR team: Astrid Jacobs, Janne Pirard, Anouk Schnaphauf, Charlotte Herelixka