Description
We turned watch parties into watch therapies, by including mental wellness as entertainment genres.
Studies show adults who watch at least one movie a month can reduce mental health struggles by up to 62%, a trend especially relevant for young adults, one in three of whom face stress and anxiety.
Last World Mental Health Day, Southeast Asian streaming platform V!be launched Healing Watch Therapy, reimagining entertainment as a tool for mental wellness.
Movies and series are now categorized not just by comedy, drama, or romance, but by their impact on mental health.
Genres are carefully curated based on research-backed insights into how stories affect well-being:
* ANTI-ANXIETY: Predictable plots, comfort classics, relatable stories
* STRESS RELIEVER: Comedy, character-driven tales, horror escapes
* TENSION LIBERATION: Fear-focused narratives
* DOPAMINE BOOSTER: Humor, emotional drama, documentaries, optimistic stories, adrenaline-filled plots
* SELF-ESTEEM ELEVATION: Childhood classics, coming-of-age, culturally significant stories
* RECHARGE & CHARGE: Magical worlds, escapism, intricate, high-stakes plots
New content and genres will continue to roll out, shining a spotlight on mental health in regions where the topic remains taboo, like Myanmar.
This professional campaign titled 'From Watch Party to Watch Therapy' was published in Myanmar in October, 2025. It was created for the brand: V!be, by ad agency: Mango Group. This Content, Digital, and Experiential media campaign is related to the Media, Movies, and TV and Streaming Promos industries and contains 2 media assets. It was submitted about 2 months ago.
Credits
Advertising Agency: Mango Media Group
Managing Director: Maria Abril
Creative Director: Marvin Ramos
Associate Creative Director: Jamie Aung
Art Director: Zaw Hlaing Oo
Senior Graphic Designer: Sithu Paing
Senior Copywriter: Myat Su Yin
Head of Client Services: Aye Nyeint Thu
Account Director: Thin Nu Nu Soe
Senior Account Manager: Htoo Htet Kyaw
Account Executive: Linn Latt Than Htaik
Associate Strategic Planning Director: Lin Htet Thway
Associate Strategic Planning Manager: Khin Wadi Hlaing
Content and Tech Supervisor : Shwe Phyo Oo
Project Supervisor : Chaw Su Ohn
