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. 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.