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
According to a national study, 1-in-7 Singaporeans will experience a mental health condition in their lifetime, and yet 3-in-4 don't seek help, with a treatment gap as alarmingly long as 12 years. In conservative Singapore where the topic and finding help is a cultural taboo, “Beyond The Label” provided Singaporeans with Belle, a mobile-and-social-first tool to locate help easily, and harnessed proven reframing techniques to provoke help-seeking, resulting in unprecedented shifts in topical perception and helping to closing the 12-year treatment gap even after the campaign ended.
