Growing up the son of a Cambodian refugee, acclaimed young director Isaiah Tour says creating the 'We See You' mental health campaign had a deeply personal meaning.

The mental health video has been going viral in New Zealand with around 200,000 views on social media. It makes a strong visual impact, zooming in on the eyes of over 20 diverse Kiwis, who express emotions from despair to joy.

Its central message is that as Kiwis, we're good at looking after others—but we're not always so good at looking after our own wellbeing.

For Isaiah, who is a first-generation Kiwi, this message strikes a personal note. His father escaped Cambodia during the genocide and bloodshed of the Khmer Rouge in the 1970s.

'The video challenges the "no worries" identity we often have as Kiwis,' says general manager Charlie David. 'We've become much better at talking about mental health, but we still struggle to ask for help ourselves.'