The main objective of this campaign was to improve the perception of the local population, especially in rural areas, regarding mental health, reducing the stigmatisation of children and young people.

In many communities in Côte d'Ivoire, there is strong stigma surrounding mental illness, with ingrained beliefs that it is a demonic affliction or a curse. This leads to the abandonment and social rejection of those suffering from psychological problems, leaving them without access to adequate treatment and support. Therefore, the campaign focused on educating adolescents and young people on key mental health concepts in rural educational settings. During a full day, over 120 people, including men, women, and children, actively participated in the sessions organised by the Mindful Change Foundation. These sessions aimed not only to inform but also to transform local attitudes towards mental health, fostering understanding and empathy towards those affected.