Prudence Foundation launches Stress Busters video to boost juvenile mental health in Asia

[Bangkok], 25 July 2022 - Prudence Foundation today launched a 60-second educational video, titled “Stress Busters”, across eight markets in Asia.

Jointly produced with Cartoon Network and the International Federation of Red Cross and Red Crescent Societies (‘IFRC’), the video touches on children’s mental health and well-being with easy-to-understand and relatable tips to overcome stress and anxiety. The video is part of Prudence Foundation’s SAFE STEPS Kids programme.

Marc Fancy, Executive Director, Prudence Foundation said stress and anxiety, if not managed properly, can have long-term adverse impact on a child’s physical and emotional development.

“Children today face more challenges and uncertainty, further exacerbated by the social and invisible impact of the on-going COVID-19 pandemic. We strive to equip millions of children in Asia with simple and friendly advice to help them deal with stress, and build mental resilience,” said Mr Fancy.

A UNICEF report in 2021 highlighted that more than one in seven adolescents aged 10 to 19 globally is estimated to live with a diagnosed mental health issue. The disruption to routines, education, recreation, as well as family income and health, is leaving many young people feeling afraid, angry, and concerned for their future.

Designed with the needs of Asia’s young audience in mind, the Stress Busters video leverages Cartoon Network original shows such as The Powerpuff Girls, We Bare Bears and Craig of the Creek. The well-known cartoon characters explain the importance and ways of coping with stress.

Awantika Sood, Executive Director of Consumer Products, Advertising and Partnerships - Southeast Asia at Warner Bros. Discovery, which houses Cartoon Network in its portfolio of brands, added: “The public service announcement offers six simple tips to help children overcome some common stress-related difficulties. Cartoon Network is a place that inspires kids to embrace their true selves and this video is an extension of this philosophy. We think its uniquely relatable format will connect with youngsters around the region.”

SAFE STEPS Kids Stress Busters is aired on Cartoon Network channels across eight markets in Asia, namely Hong Kong, Indonesia, Malaysia, Philippines, Singapore, Taiwan, Thailand and Vietnam commencing today. The video is available in English, Thai, Chinese and Vietnamese, reaching 35 million households every day.

Mariko Hirai, Youth Delegate, IFRC Asia Pacific, said: “Children of all ages in all types of environments are struggling with prolonged challenges caused by the COVID-19 pandemic. The new Stress Busters video is the collective commitment of the IFRC and National Societies to develop a culture of safety for children across Asia. It showcases the critical work we have been carrying out together across schools as well.”

The Stress Busters video will also be hosted on the SAFE STEPS Kids website at https://www.safestepskids.com and Cartoon Network’s social channels. Complementary collateral will be distributed to schools and communities across the region through the IFRC network.