Psychological pain is invisible to the eye and therefore often misunderstood. Until now. On October 10, World Mental Health Day, helan health insurance and FamousGrey launched a campaign that used AI to make invisible pain visible. See My Pain gives people suffering from mental health issues the unprecedented chance to present their pain in a way that people can see and understand how they feel.
Psychological pain is a very real problem. You can’t tell if someone is suffering from depression, an anxiety disorder or any another mental illness just by looking at them. This is one of the reasons why mental pain is still broadly misunderstood. Yet it is a real problem. In a Sciensano study, 1 in 3 Belgians said they “don’t feel well mentally”. 20% of participants refer to those feelings as “depressed” and 1 in 10 Belgians suffers from an actual mental disorder.
FamousGrey brought together a group of people with mental health issues and a psychologist, who asked them to describe what their pain feels like. describe what their pain feels like.
Their descriptions were inserted into the latest AI image generators. The AI logarithms were unbiased and without any prior knowledge of the person or their psychological suffering, then created impartial and very haunting images of the participants’ mental pain.
The results were met with a lot of emotions, both from the participants themselves as well as friends and relatives. Finally, their loved ones could see and understand their daily pain and suffering.
The full campaign consists of online videos, a website, cinema commercials and is also supported by social media posts from influencers.
Credits:
Client: Helan
Client: Ariane Collard, Sarah Masschelein, Vanessa Raes, Lynn Pellens
Agency: FamousGrey
Chief Executive Officer: Francis Lippens
Executive Creative Director: Peter Ampe
Creative Director: Laurie Lacourt
Creative Team: Jan Schoofs, Jonas Caluwé
Account Director: Olivia Naudts
Account Manager: Lies Bernaer
Account Executive: Silke Galle
Brand Strategist: Aze Van Coillie
Head of Digital: Joachim François
Digital Strategist: Wies Dickens
Developer: Arno Van Biesen
Producer: Sara De Grave
Production Company: AKA De Mensen
Director: Eva Cools
DOP: Willem Jones
Executive Producer: Eline Rousseau
Producer: Natalia Tjurina
Offline Editor: Frederik Vandewalle
Post-production: FamousGrey Productions
Editors: Sven Vanhee, Gilles Desplanque
PR Agency: Famous Relations
PR Team: Stephanie Van Bets, Astrid Jacobs, Zoë Cnaepkens
Media Agency: Mindshare
Media Team: Tina Tribout
