The campaign Faites de chaque ça va, un vrai ça va / Maak van elke ça va een échte ça va (Turn each ‘I’m okay’ into ‘I’m truly okay’) tackles the stigma surrounding mental health by encouraging open conversations about emotional wellbeing. The campaign highlights how the common phrase “ça va” often masks deeper struggles and invites people to check in with themselves and others.

Objectives

• Address the growing pressure on mental health in Belgium.
• Break through stigma and normalise honest conversations about emotional wellbeing.
• Empower people to express how they really feel, beyond the automatic “ça va”.
• Position Zaffranax® as a supportive, natural solution in times of emotional strain.

Target Audience

• General adult population in Belgium, especially those hesitant to open up about mental wellbeing

Key Activities and Approach

Authentic video campaign:

• A social experiment capturing real responses to “ça va?”
• Emotional, unscripted footage used to open up the conversation

Scientific insights:

• iVOX survey with 1,000 Belgians showed 75% say they’re fine when they’re not
• Findings highlighted in a press release around World Mental Health Day

Expert framing:

• Campaign supported by expert voices, including a social psychologist

Digital strategy:

• Long-form and short-form videos (product, symptom, ingredient angles)
• Dedicated landing page with links to e-commerce and pharmacy platforms

In-store activation:

• Materials in pharmacies to support the campaign message

Media and PR:

• Broad press engagement to bring mental health into everyday conversation

Impact and Result

• Stronger recognition for the brand in its category
• Strengthened association with the “stress” symptom
• Strong press visibility and emotional resonance with consumers

Insights and Takeaways for Others

• Real stories and social experiments humanise sensitive topics
• Honest emotional messaging can drive both awareness and impact
• Pairing expert data with heartfelt storytelling builds credibility
• Combining media, digital, and pharmacy touchpoints multiplies reach

Disclaimer: This initiative is included as part of a broader brand awareness campaign.