In recognition of Mental Health Awareness Day, Anna Chandy & Associates, one of India’s leading counselling services organisations, has unveiled UnFine, a campaign aimed at addressing the silent struggles many endure behind the words “I’m fine.”

Mental health challenges are common, yet often hidden. Studies show that the treatment gap for mental disorders ranges from 70% to 92% for different disorders - meaning the vast majority of people who need care do not receive it, largely due to stigma and lack of awareness/access. UnFine seeks to bridge this gap - encouraging awareness, recognition, and openness to mental health support.

Campaign Highlights:

• Film & Video Series: The campaign features a compelling main video along with a four-part Instagram series, to be released over the course of the month, designed to explore common mental health questions and concerns. These videos teach viewers how to recognise subtle signals of distress and look beyond phrases like “I’m fine,” highlighting the reality that emotional struggles often hide in plain sight.

• UnFine Toolkit: Complementing the videos, the campaign offers a comprehensive toolkit for individuals, families, friends, and workplaces. This handbook provides practical cues and tools to notice emotional strain, support others, and care for oneself. Its central message is simple yet powerful: It’s okay not to be fine. It’s okay to ask for help.

“‘I’m fine’ is often a way of hiding our true feelings, and in today’s world, emotional struggles can easily go unnoticed - both in ourselves and in others. UnFine encourages us to pause and look closer, to notice the pressures, the loneliness, or the quiet challenges someone may be facing."

With this, we aim to help individuals, families, friends, and workplaces respond with understanding and support. By creating spaces where people feel safe to speak up, we reduce stigma and remind everyone that asking for help is not just okay, but an essential step toward emotional well-being,” says Deepti Chandy, COO & therapist, Anna Chandy & Associates.