To normalise conversations around Mental Health and bring it to the forefront with the #ActNow Initiative

A 4 step journey was created by VF in which Gen Z watched the brand’s content film on mental health, created UGC & nominated their followers to join the initiative. The youth attended a webinar conducted by a professional from Jaslok Hospital educating them about mental health

Mirror Now's Instagram page saw 1K+ personalised comments under the Act Now film apart from 250K+ social media impressions