“Lang Lo” is a communication campaign aimed at Gen Z Vietnam, with the message “not alone in difficult times” and the goal of raising awareness about mental health. The campaign evokes empathy through real stories about academic, family and social pressures; at the same time, equipping young people with basic knowledge about stress, anxiety and depression, along with self-care skills such as meditation, journaling or light exercise.

Lang Lo

Why I named the project “Lắng Lo”?

“Lắng” means Listen:
The word "Lang" means to listen and to settle down, expressing the project's desire to create a space for Gen Z to truly listen to themselves, to be aware of the emotions and mental problems they are facing. "Lang" is also the necessary silence in a world full of information and pressure.

“ Lo” means Worry:
The word "lo" is used subtly to express the worries, concerns, or stress that the target audience - Gen Z, often experiences. However, "Lo" is not simply anxiety, but a call to recognize the problem and face it, instead of denying or ignoring it.

Combined, "Lang Lo" is not just a simple name but also contains a strong message: The project wants to listen and accompany young people, help them relieve anxiety, discover ways to solve mental health problems, and ultimately reduce anxiety in life.

I chose Instagram as the main platform to implement the "Lăng Lo" project because this is a social network widely used by Gen Z in Vietnam, especially in the 16-22 age group that the project is targeting. Instagram has strengths in visual images and graphics, which are consistent with the project's gentle, healing and close communication orientation.

Features such as stories, reels, carousel posts... allow for the transmission of concise, vivid, easily accessible content and create natural interactions with viewers. In addition, Instagram is also a place where young people seek inspiration, share emotions and connect with the community - which is very consistent with the goal of "listening - understanding - accompanying" that the "Lang Lo" campaign wants to build

Taking the main idea of ​​school, from patterns such as sticky notes, notebooks,... the project’s concept shows closeness to students. From there, it helps them to approach the campaign more easily