AGENCY
McCann Worldgroup Singapore *Lead Agency
Alfred Wee - Creative Director
Adrian Loo - Senior Art Director
Preet Kaur - Copywriter
Clayton Lai - Film Director / Editor / Photographer
Fathrul Fazakir - Group Account Director
Natalie Oh - Senior Account Manager
Clarissa Choo - Account Executive
Darren Soong - Digital Imaging
Xinyi Lim - Junior Art Director
Judd Labarthe - Strategic Planning Director
UM Singapore
Ogilvy Singapore
SUMMARY
Singapore’s National Council on Social Services (NCSS) has a noble mission: “compassionate society, impactful sector, dignified lives.” But for Singaporeans with mental health conditions, the neighbours are far from compassionate, life’s anything but dignified, the very topic’s a cultural taboo –and advertising isn’t an obvious solution. Yet by harnessing the power of proven reframing techniques, this campaign drove significant positive shifts in Singaporeans’ empathy for and inclusion of people with mental health conditions. “Beyond The Label” created impact far beyond the campaign period and restored dignity to thousands.
