CLIENT
National Council of Social Service
Felicia Ong - Assistant Director, CORPORATE DEVELOPMENT & COMMUNICATIONS
AGENCY
1. Fathrul Fazakir - General Manager
2. Preet Kaur - Senior Copywriter
3. Adrian Loo - Senior Art Director
4. Alfred Wee - Group Creative Director
5. Clarissa Choo - Senior Account Executive
6. Natalie Oh - Senior Account Manager
AiChat
1. Kester Poh - Co-Founder, CEO
2. Felicia Foo - Project Manager
Ogilvy Singapore
Shirley Tay - Executive Group Director
Starcom Worldwide
SUMMARY
In Singapore, 1 in every 7 will experience a mental health condition. And yet 1-in-3 youths in their 20s refuse to locate help, with an alarming treatment gap of 12 years. For youths, the very topic’s a cultural taboo, preventing them from reaching out for mental health support. Beyond The Label provided Singaporean youths with Belle, a mobile-and-social-first tool to locate help easily, and harnessed reframing techniques to overcome self-stigma. The omnichannel campaign has opened up positive conversations at a national level and helped to close a 12-year treatment gap.
