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Once thought of as taboo, the topic of mental health now lights up billboards, apps, and wearables.
As the conversation gets louder in the Middle East, are we building real support—or just repeating awareness?
In Episode 3 of TBWA\Raad’s #CuttingEdge, Arabic Copywriter Farida Abdelaal explores “Mind Maintenance,” the Backslash shift turning well-being into a daily essential. They look at how forward-thinking brands are quietly weaving mental health into their tools, spaces, and services—helping people manage everyday stresses without turning them into crises.
🎥 Watch now to step inside this shift.
Why is everyone suddenly talking about therapy, sleep and emotional burnout? We've seen it and now we substantiate it. This week on Cutting Edge, we have Mine Maintenance, a back slash edge that dives into how mental health is becoming more proactive, not just reactive. In the Middle East, this culture shift is on full throttle. Parents now have Hoopla, a UAE based app that builds mental well-being. Schools for kids bringing about early intervention when it comes to adults, people are turning to whoop to optimize sleep and recovery because burning out. Isn't a bunch of honor anymore. Sure mental health awareness is at an all time high, but that also comes with the dangers of self diagnosis and self-made experts. Hello friends in the region. How are you designing for a healthier headspace? From UX design, office design? Online or offline, the possibilities are endless.
