Jockey Club TCM-Driven Mental Wellness Project

Target Audience

The campaign engages everyday individuals who may not typically consider mental wellness programmes. By adopting a lightly recruitment-inspired tone, it presents participation as an open invitation, encouraging a broad demographic to recognise wellness as relevant and accessible to their daily lives.

Design Approach

The design incorporates gentle cues from recruitment communication—clear headlines, structured layouts, and direct messaging—without overshadowing warmth and approachability. Relatable illustrations and balanced colours reinforce inclusivity, highlighting that the initiative welcomes all people seeking emotional balance and preventive support.

Marketing Strategy

A multi-platform rollout leverages the approachable invitation style to encourage public engagement. By presenting wellness participation as an easy, natural step, the campaign broadens reach, strengthens trust, and positions the programme as an inclusive, community-focused mental wellbeing resource.