Josh - No Need To Act
A campaign for mental health awareness. Winner of the German Star of India award at the Indian Film Festival, Stuttgart, Germany.
According to a WHO study, India is the most depressed country in the world, with about 6.5% of its population suffering from some form of depression.
And yet, our society has comfortably turned a blind eye to it, turning it into a taboo. As a result, a depression patient is never able to express themselves freely. Instead, they have to put on a mask of happiness.
They have to ‘act’ normal, turning them into unwilling ‘actors’ in real life.
The campaign comprised three films, featuring real depression patients sharing acting (in truth, survival) tips under the guise of an ‘Acting Masterclass’. Shockingly, one of them was a psychiatrist himself, scared of judgement from his own community.
The campaign broke many myths – that a depression patient always looks ‘sad’, or it only happens to the elderly. It also put the onus squarely on an apathetic and ignorant society, to create an atmosphere where there is #NoNeedToAct, empathizing greatly with the survivors.
The campaign was conceived for some other brand which pulled out at the last minute due to cold feet. Eventually, Josh app – a platform for many aspiring actors – was brave enough to take it up and further the cause.
#NoNeedToAct went on to win the German Star of India award at the Indian Film Festival, Stuttgart, Germany in the ‘Commercials’ category.
