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With an aim to reduce stigma, spread awareness and change the way we look at mental health, Live Love Laugh Foundation collaborated with McCann Worldgroup India and launched an effective content marketing initiative ‘Dubaara Poocho’ (Ask again) to stand against the taboo of not talking about one’s mental health and depression.

15 people commit suicide in India every hour, with depression as the leading cause. Rather than seeking help, the stigma associated with depression makes sufferers turn inward, and hide the problem. This deceptive normalcy makes it harder to detect.

The need of the hour was to create awareness and empathy in the society to encourage conversations around depression. In India, greetings like ‘How are you?’ have become a fleeting ask without any intention of really inquiring about one’s well-being. ‘I am fine’ shuns all anguish, pain and defeat that lies behind the veil of normalcy.

McCann Worldgroup India attempted to give this ritualistic greeting a real meaning. This gave rise to ‘Dubaara Poocho’ (Ask Again). It was born out of the need to look at someone again and to hold the person close again and to ask them again.

The Campaign: