Hi-Q Roza

How did SUFFIX build the campaign for Hi-Q Roza and the Department of Mental Health?

During the COVID-19 period in Thailand, social tension was running high. Hi-Q Roza, as a comfort food brand, wanted to take part in supporting public mental health. The brand partnered with the Department of Mental Health on a campaign that shares knowledge about managing stress and caring for family mental health. The challenge was that information from the Department tends to be formal in tone and can be hard for a general audience to easily follow. SUFFIX started by working through the full information before designing a more accessible way to communicate it.

Adapting Department of Mental Health content for everyday families

SUFFIX received a large body of content from the Department of Mental Health that included academic material and formal recommendations, then adapted all of it to be easier for everyday families to follow, while keeping every important point intact. The content was designed in several formats, including infographics that summarize key information at a glance, and long-form content that gives depth for readers who want more detail. Multiple formats let families access the information in the way that suits them.

A microsite designed for three family groups

After the content was adapted, SUFFIX organized and structured all of it, then developed a microsite that splits mental health content for three family groups by situation. The first is general families dealing with the stress of the overall situation, the second is families with a member in self-quarantine carrying the stress of separation, and the third is families with a member infected with COVID-19 who carry additional health concerns. Splitting the audience this way lets visitors go straight to the information that fits their situation, without reading through everything to find the relevant section.