National Council of Social Service: Beyond the Label (Year 2)

* Bronze, EFFIE AWARDS 2020 APAC, Non-profit & Government/Institutional

Background:
Beyond the Label is Singapore’s first-ever campaign to tackle stigma surrounding those with mental health conditions.

Challenge:
Year 1 tackled awareness. For Year 2, we needed to go deeper to encourage open, honest conversations around mental health.

Solution:
We brought mental health stigma into the spotlight, and showed it from all angles through OOH ads and co-created videos featuring real stories from people in recovery, along with their loved ones and colleagues. The campaign was capped off by the first-ever Beyond the Label Fest, giving the public a safe space to listen, learn and talk.

By giving voice to the elephant in the room, we helped more people find the courage to open up.

My Role:
Concept development. Copywriting. Scriptwriting. Presentation.