‘UnFine’ aims to make mental health conversations easier for everyone

New Delhi: Anna Chandy & Associates, a counselling services organisation in India, has launched UnFine, a campaign to highlight the often-unseen challenges behind the phrase “I’m fine” in recognition of Mental Health Awareness Day.

Mental health issues remain common yet frequently hidden. Studies indicate that the treatment gap for mental disorders ranges from 70% to 92% across different conditions, with many not receiving the care they need due to stigma or limited awareness and access (Source: Advancing Mental Healthcare in India, PIB). UnFine encourages greater recognition of emotional struggles and openness to mental health support.

The campaign features a main film along with a four-part Instagram series released over the month. These videos explore common mental health concerns, teaching viewers to recognise subtle signs of distress and look beyond statements like “I’m fine,” emphasising that emotional struggles often remain hidden. 

Complementing the videos, a comprehensive toolkit for individuals, families, friends, and workplaces offers practical guidance for noticing emotional strain, supporting others, and practising self-care, with the central message: It’s okay not to be fine, and it’s okay to ask for help.

“‘I’m fine’ is often a way of hiding our true feelings, and in today’s world, emotional struggles can easily go unnoticed, both in ourselves and in others. UnFine encourages us to pause and look closer, to notice the pressures, the loneliness, or the quiet challenges someone may be facing. With this we aim to help individuals, families, friends, and workplaces respond with understanding and support. 

By creating spaces where people feel safe to speak up, we reduce stigma and remind everyone that asking for help is not just okay, but an essential step toward emotional well-being,” said Deepti Chandy, COO & Therapist, Anna Chandy & Associates.

Watch the campaign films:

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