TikTok partners Ministry of Health to encourage prioritising mental health

• Launches #KitaJagaKita campaign to highlight importance of mental health
• Releases tools, resources to support users facing mental health issues

TikTok is working with Ministry of Health Malaysia (MOH) as part of its #KitaJagaKita campaign to encourage Malaysians to prioritise their mental wellbeing.

In a statement, TikTok said it is leveraging on the theme for World Mental Health Day in 2021, "Mental Health Care for All: Let's Make It A Reality," and is building on its #KitaJagaKita campaign for users to talk about why it is important to take care of one's mental health.

Taking a lighthearted approach to raising awareness for mental health and wellbeing by referencing the "10.10 Shopping Sales" period in Malaysia, TikTok is encouraging its community to share their stories to inspire others on ways they've found to make themselves feel 10 out of 10 during the month of October.

TikTok has said it also stepped up its tools on the app to support users facing mental health issues, including redirecting potentially distressed users to suicide-prevention or eating-disorder resources. 

When users search the app for terms like “suicide”, TikTok will point them to local support organisations to find treatment. It has also created a guide on eating disorders for teenagers, caregivers, and educators in consultation with experts, it said.

"TikTok has become a way for users to keep updated on current events, learn about new things, as well as open up on conversations surrounding mental health.

"By leveraging on the upcoming shopping season frenzy with 10.10, we're hoping this approach resonates with Malaysian audiences and helps them discuss and engage with their mental wellbeing more freely, " said Kristofer Eduard Rada, head of Public Policy for TikTok Malaysia.

TikTok said it also promotes videos of content creators talking about their mental health challenges and will offer advice on how to talk to loved ones about these issues. 

It said it will also add labels to sensitive content, giving users the ability to decide whether to see the content before it’s shown.

Through curated '#KitaJagaKita bundle deals', users can access feel-good user generated content to give themselves a boost, it said.

Whether it is through spending time with family, doing sports, or simply taking a moment to breathe, TikTok is rallying communities to show the importance of self-care, it added.

Users can search #KitaJagaKita and view content from the broader TikTok community through the discover page all month.

The page provides information on live sessions with Ministry of Health (MOH) certified mental health specialists and doctors as well as the resources needed for all to seek mental health support and services.

In addition to discussions surrounding mental health hosted by EduCity, TikTok said its partnership with MOH will include livestreams covering physical well-being.

This includes the deputy minister of health, Noor Azmi bin Ghazali, who will be going live on the app itself to talk about the importance of vaccination amongst the youth, it said.