Hey. Het is oké, maak depressie bespreekbaar.

With experts from all fields we created more openness about depression. It was the start of a movement called Hey. With Moodcamp, we brought the movement physically together in an obstacle run based on personal experiences with depression.

To break the stigma around depression we came up with a concept that broke the traditional "rules" and aimed for a different approach. We chose for a campaign that immediately opened the possibility to talk about depression in a very accessible way. Via Moodcamp. An event with real obstacles and stories. With real help to talk about depression with more ease. At the event all interest groups and health organisations were present to listen and to help. The magnification effect of Moodcamp was huge. In social media conversations about depression raised with 74%. Both 'Depession' and 'Hey' were trending topics on twitter at launch. At the end of the campaign 90% of young women and 77% of youngsters realised the importance of talking about depression. And 47% of all Dutch talked about depression during the campaign period. All Moodcamp content was spread via social media. With an online reach of 6.500.000. Instagram reach 1.050.000. Twitter reach: 1000.000 and a news reach of 6.050.000.

All radiocommercials and social content are real stories of real people, mostly recorded at Moodcamp.

We launched a movement called Hey. Hey, it’s ok to talk about depression. Hey starts the conversation. Hey was launched by the secretary of Health personally. We boosted the launch with a commercial for tv and social media. And with Moodcamp, we took it to another level bringing the movement physically together in an obstacle run based on personal experiences with depression.Over 800 people participated in the obstacle run, which included some of the most important influencers among teenagers and reached over 2 million followers. Moodcamp gave teenagers, professionals, bystanders and others the opportunity to get a greater understanding of depression and share experiences with each other. During Moodcamp we also filmed intimate conversations and personal stories providing us the real life content for the campaign, together with interest groups and health organisations we seeded this content via social media, blogs and influencers to keep the conversation going all year round.

Each year around 800.000 people in the Netherlands suffer from depression. Causing up to 1300 suicides a year. Still it’s something we don’t talk about. Depression is a taboo and the goal is to create more openness about the issue, to start the conversation about depression. Together with the Ministry of Public health we must align and work together with experts from all fields to create a campaign that brings more openness around depression.