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 of this campaign was about raising much-needed awareness of the stigma. For Year 2, our creative task was to spark and encourage open and honest conversations about mental health.

Solution:
We started this long-overdue conversation by bringing common misconceptions and self-stigma out into the public through OOH ads. Videos were also co-created with persons in recovery as well as their colleagues, caregivers and parents presenting different perspectives of mental health stigma. And this campaign was capped off by the inaugural Beyond the Label Fest to deepen public understanding and promote meaningful conversations. By giving voice to the elephant in the room, we helped more people find the courage to open up and talk about mental health.

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