Mental Health is a global health crisis. According to the World Health Organization (WHO), nearly 1 billion people worldwide were living with a Mental Disorder in 2019, and Depression and Anxiety increased by 25% in the first year of the COVID-19 pandemic. Suicide remains one of the leading causes of death among young people aged 15–29, with over 700 000 deaths annually. Mental Health conditions cost the global economy an estimated $1 trillion each year in lost productivity. In South Africa, the South African Depression and Anxiety Group (SADAG) reports that 9 out of 10 people with mental illness do not have access to mental healthcare treatment.
To reshape the mental health narrative, improve emotional literacy and break stigma, Cipla has launched a campaign that encourages honest conversations to help save lives.
This innovative campaign draws on the power of weather metaphors to help people describe their emotional states in a simple, universal language — asking the powerful question: What’s the weather like inside you?
A new language for mental health
This campaign normalizes talking about mental health by making it as casual as discussing the weather and encourages self-awareness without being too clinical or intense. “This campaign aims to make the invisible visible. Just because a mental health condition is not as visible as, for example, a broken bone in a cast, does not make it any less of a medical condition. People can talk about the weather for ages, but when someone asks how you are, people default to “fine”. Therefore, we are creating a new, more human way for people to express how they feel — and access help when they need it,” said Paul Miller, CEO of Cipla Africa.
“Ultimately, this campaign also offers hope by reminding people that, like the weather, emotions and seasons can change. It’s OK not to be OK – it’s OK to feel the weather,” said Miller.
Cipla’s ongoing commitment to ensuring accessibility
This isn’t just a campaign — it’s a cultural shift. Everyone can relate to the weather, and it’s something that affects all of us daily (from what you wear to where you go). This campaign is designed to reach South Africans from all walks of life in various spaces (from online communities to public open spaces), the integrated campaign uses emotional weather as a breakthrough language for checking in, expressing feelings, and seeking support. The educational campaign contains valuable information and mental health support tools that are inclusive, accessible, and deeply human.
“We often ask people how they are — but this campaign teaches us how to ask meaningfully and truly listen, turning every emotional cloud into an invitation for connection, care and healing,” said Cassey Chambers, SADAG’s Operations Director.
Join the mental health movement
Whether you’re stormy, foggy, or partly sunny — your emotions matter. #MyEmotionalForecast #TheWeatherInside
This movement is for everyone. Because every feeling is valid, and no one should face their storm alone. To check in or find help, visit: www.cipla.co.za and follow Cipla Africa on social media (Instagram, LinkedIn, Facebook).
Whether you are helping a friend, or need help yourself, you can always call the Cipla SADAG 24-hour Mental Health Helpline on 0800 456 789 or via WhatsApp on 076 882 2775 (Available 8am – 5pm, 7 days a week).