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

Giving voice to the elephant in the room

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

Background:
Beyond the Label is Singapore’s first nationwide campaign tackling stigma surrounding people with mental health conditions.

Challenge:
While awareness of mental health was growing, stigma still prevented many people from opening up.

Idea:
For Year 2 of this campaign, we brought mental health stigma into the spotlight, and showed it from all angles through OOH ads and co-created films featuring people in recovery, alongside their loved ones and colleagues. By giving voice to the elephant in the room, we helped more people find the courage to open up.

Outcome:
The campaign earned a Bronze at the APAC Effie Awards, one of the industry’s most rigorous measures of marketing effectiveness, recognising its impact in helping to shift attitudes around mental health stigma.

My Role:
Concept development. Copywriting. Scriptwriting. Client presentation.