Share Menboong

Tackling ingrained misbeliefs on mental health in South Korea through sharing and gathering.
Role
Research
Naming & Copywriting
Concept Development
Art Direction

Duration
4 weeks

The Challenge
With Korean mental health awareness in its infancy, it is critical to challenge the negligent status quo that comes from ingrained misbeliefs on mental health care.

The Outcome

Share Menboong Seoul is a festival I proposed to bring Korean millenials together to challenge society’s strong prejudice towards mental health, share their menboong* moments and celebrate the new movement.

*Korean slang which means mental breakdown





Background

According to a report by Korean Neuro-Psychiatric Association, 3 out of 10 adults experience mental health issues more than once in their lifetime. However of all Koreans who have experienced mental health issues, only 15% of them obtain treatment or counselling. This means that 85% of the Korean population is suffering from mental health issues without any treatment or assistance. In an even more shocking statistic, 80% of untreated people may not even know they have mental health issues.

Another problem is that South Korea's suicide rate has been the highest in the OECD for decades and suicide rate is often used as a proxy indicator of the mental health status of a population.

Challenge

With Korean mental health awareness in its infancy, it is critical to challenge the negligent status quo that comes from ingrained misbeliefs on mental health care. To scope potential and opportunities to challenge the mental health issues in South Korea, these are the key questions that I considered:

-How might I challenge the ingrained prejudices on mental health in South Korea?
-How might I help Koreans shift their attitude and to open a discussion on mental health?


-How might I help Koreans embrace different views on mental health?

Insights

The word ‘Mental’ translated in Korean language [Jungshin] also includes deep meanings as ‘soul’, ‘spirit’ and ‘ideology’. However, the Koreanised English word [MEN-TAL] is commonly used in everyday life of young Koreans.

[Menboong]
멘탈 [Men-tal] is commonly combined with the word 붕괴[Boong-gwe] to mean in total, mental breakdown.

[Menboong] is often used during relatively minor situations when you’re upset, surprised, or frustrated. People use the word to describe their ‘mental collapse’ readily, but always with a sense of irony. However, people avoid discussing their real mental health status or they are just not aware enough to talk about it.

Deliverables and media

I planned and designed a festival with a experiential brand identity to allow a safe environment where people can learn and share about mental health and embrace different views on mental health issues. Share Menboong is a festival where young Koreans gather, celebrate and support each other about mental health.

Target audience

As I gained insights on different concepts of the word ‘mental’ used in Korean culture, I focused on young people who use the word, ‘멘탈(men-tal)’ a lot as a Korean modern slang. The main target audience is South Korean around 20s to 30s, who desires to care more about own mental health but lack opportunities due to cultural restraints.









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Copyright © 2018 Sekyeong Kwon