About "More
Than a Label"

“More Than a Label” is Mind HK's antistigma campaign, in partnership with MINDSET Hong Kong, which stems from its goal of changing and influencing the public’s perception towards persons with diagnosable mental health conditions. Funded by Jardines Matheson, this campaign encourages the public to look beyond the typical, stigmatising, labels associated with mental health diagnoses. Through personal stories of mental health journeys, we want to showcase realistic portrayals of people who have faced mental health problems and recovered and depict their holistic identity. 


With this campaign, we hope to raise awareness of the stigma towards persons with mental health conditions, celebrate the resilience and strength of people in recovery, and educate and equip the public with mental health knowledge. We believe this will facilitate more conversation in mental health, which will in turn help destigmatise mental health in Hong Kong.

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Why "More than a label"?

The world is full of labels. Although the term ‘label’ is neutral, many labels tend not to be. We label a person based on stereotypes and negative, inaccurate perceptions, rather than their true selves and stories. Labels have the power to affect our attitudes and behaviours, only strengthening the stigma around mental health. This is not only a Hong Kong phenomenon but also a global one.

People diagnosed with a mental health condition are commonly labelled by their diagnosis or the negative stereotypes linked to mental health, e.g. being "crazy" or "violent",  which has the power to define who they are as a person. We challenge inaccurate representations (and labels) of mental health conditions and show that people with experience of mental health conditions have more than one label and identity, as do you and I. They are people just like us.


A mental health condition or struggle does not, and should not, define who you are -- every person is #MoreThanALabel.

Meet The Team

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Carol Liang

Deputy CEO

Dog parent. Nature lover.

Public health advocate.

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Odile Thiang

Lead Clinical Advisor -
Anti-stigma Project

Nurse. Advocate. Purse-lover. Runner. Friend.

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Ophelia Tam

Digital Content Coordinator

Meme reader. Hummus lover.

Music lover. Learner.

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Stephanie Ng

PhD Student, HKU

Survivor. Team member. Serial cereal-spiller. Storyteller. Singer.

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Vicki Tsang

Antistigma Project Coordinator

Advocate. Outdoor enthusiast. Climber. Runner. Foodie. Explorer. Ceramist. Nap lover.

Mind HK is a S88 registered charity (91/16471), which launched in 2017. Our vision is to ensure no one in Hong Kong has to face a mental health problem alone. Through resources, training, and outreach campaigns and programmes, we help to educate around mental health and remove the associate stigma, with the aim of achieving the best mental health for all in Hong Kong. With existing collaboration and research efforts, we are here to support Hong Kong in becoming a global leader and regional model for public mental health. For more on our work, mission and vision, please visit www.mind.org.hk.

MINDSET is a registered charity in Hong Kong founded by the Jardine Matheson Group in 2002, focused on making a positive and sustainable difference in mental health — a vitally important yet under-resourced area of global concern.


With operation in Hong Kong and Singapore, we collaborate with a number of mental health organisations and NGOs, advocacy groups and corporate partners, with an aim to raise awareness and change the perception and attitude around mental health. Our mission is to challenge stigma through the education and empowerment of individuals to enable them to share with, and support, one another. We also provide direct assistance to people with mental ill-health. Visit their Facebook page @MINDSETHongKong and website at mindset.org.hk to learn more about MINDSET.