Brazil is among the countries that most discuss mental health, and it is also the place with the third worst index. According to a survey by Docway, the country recorded a 1.290% increase in the search for psychiatric and psychological care in 2022. There was also a 36.5% increase in the diagnosis of patients with anxiety disorders. Thus, with about 19 million people affected, Brazil becomes the country with the highest rates of anxiety and depression in Latin America.
The country is still located in third place among the worst mental health indices, in a ranking with 64 other locations, according to this year’s annual State of the World report. It loses only to the United Kingdom and South Africa.
Among the possible causes that could explain this phenomenon are the Brazilian social conditions, such as levels of education, high crime rate, difficulties with infrastructure and low quality of public services. In addition, the population continues to have physical sequelae from the Covid-19 pandemic.
The VisualGPS survey, by Getty Images, carried out annually with thousands of consumers around the world, points out that 75% of Brazilians are concerned about the future, especially with financial stability and health. The survey also reveals that 3 out of 5 Brazilians believe that mental health is the main goal in life. Despite this continued focus by Brazilians on mental health, the study noted a disconnect in the landscape of visual representation in the media. Visual content with mental health topics remains below 5% of content downloaded by brands and advertisers in Brazil.
According to the study, two thirds of Brazilian consumers believe it is difficult to openly discuss mental health and 96% express the need for more support to deal with emotional issues. The results present an opportunity for brands to increase the visual representation of mental well-being to help normalize the debate.
So what are the best ways to do this? With positive visual representations of support for mental health! The study reveals that showing the various daily activities and proactive ways in which Brazilians engage with improved well-being are the best ways to connect with consumers. Despite this post-pandemic scenario, in which a 49% increase in visual content with portraits of negative emotions (frustration, sadness or stress) is observed, for the most downloaded visuals by Brazilian consumers, positive connections are important.
Visual content that shows Brazilians openly sharing, caring and taking positive steps within the community develops a deeper connection with the brand’s audience.
Renata Simões is Creative Content Director at iStock/Getty Images for Latin America and Asia.
* This text does not necessarily reflect the opinion of Adnews.
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