LiveLoveLaugh has announced the expansion of its mental health initiative in partnership with Goa-based mental health NGO Sangath. The program - Counselling Assist - will offer a range of free mental health services to the general public across the country, extending its scope beyond its earlier focus on frontline workers. LiveLoveLaugh will continue to use sale proceeds from The Deepika Padukone Closet to fund the initiative.

Counselling Assist (previously called Frontline Assist) provides services such as:

Free tele-counselling - People can speak to a counselor by calling a dedicated helpline on 011-41198666(anywhere in India, open all week from 10 am to 6 pm) or filling out an online form. Tele-counselling is currently offered in English, Hindi, Konkani, and Marathi.

Listening circles - Community support via online sessions for up to 10 people at a time, moderated by a Sangath facilitator. These are held in multiple languages and aim to help the general public draw strength from sharing their experiences. 

Mental health resources - Tips and strategies to support mental well-being that are available on the website of Sangath’s COVID-19 well-being center. 

Launched in July last year, the program helpline has managed 5,177 calls until December 2021. This represents a 400 per cent increase in call volumes since LLL's engagement in the program.  An average counselling session lasts 36 minutes, primarily addressing issues such as anxiety and depression. The majority age group of the callers is 21 to 30 years, with most calls being placed between noon and 2 pm.

Commenting on the expansion of the program, LiveLoveLaugh CEO Anisha Padukone said, “We are proud of the success of Frontline Assist and believe it is the right time to expand the scope of the program to further our mission of ensuring that no life should be lost due to mental illness. Counselling Assist represents a landmark moment for us as an organization and India’s efforts to combat mental illness. I urge those who are struggling to cope to use these free counselling services. It's a sign of strength to seek help, and LiveLoveLaugh is with you every step of the way."