AGENCY
McCann Worldgroup (Singapore) *Lead Agency
Fathrul Fazakir
/ Regional Senior Account Director
/ McCann Worldgroup Singapore
Lisir Chin
/ Senior Account Manager
/ McCann Worldgroup Singapore
Clarissa Choo
/ Account Executive
/ McCann Worldgroup SingaporeAlfred Wee
/ Creative Director
/ McCann Worldgroup Singapore
Judd Labarthe
/ Regional Planning Director
/ McCann Worldgroup SingaporeClayton Lai
/ Film Director / Editor / Photographer
/ McCann Worldgroup Singapore
Adrian Loo
/ Senior Art Director
/ McCann Worldgroup Singapore
Preet Kaur
/ Copywriter
/ McCann Worldgroup Singapore
Darren Soong
/ Digital Imaging Artist
/ McCann Worldgroup Singapore
Xinyi Lim
/ Junior Art Director
/ McCann Worldgroup Singapore
IPG Mediabrands (Singapore)
Fiona Sim
/ Regional Group Director
/ IPG Mediabrands (UM Singapore)
Larriah Bernardo
/ Implementation Planner
/ IPG Mediabrands (UM Singapore)
Clara Lee
/ Implementation Planner
/ IPG Mediabrands (UM Singapore)Tan Xing Long / Social Media Manager
/ IPG Mediabrands (Reprise Singapore)
Nor'Huda Abidin
/ Senior Social Media Executive
/ IPG Mediabrands (Reprise Singapore)
Ogilvy Singapore
Michelle Li
/ Public Relations Director
/ Ogilvy Singapore
Christina Stanley Lee
/ Account Director
/ Ogilvy Singapore
Yong Shi Yun
/ Account Manager
/ Ogilvy Singapore
Amanda Wong
/ Account Manager
/ Ogilvy Singapore
Sheena Ong
/ Account Executive
/ Ogilvy Singapore
SUMMARY
In Singapore, people with mental health conditions live in the shadow of a cultural Goliath – popular misperceptions, negative stereotypes and other widespread biases that make life miserable. NCSS wanted to encourage Singaporeans to be more supportive and inclusive – which would mean confronting this Goliath. Our campaign harnessed proven reframing techniques to deliver significant (20%, 50%, even 80%+) positive shifts in Singaporeans' knowledge, attitudes and behavior – far surpassing all its goals. So while our “slingshot” may not have slain the giant, it ‘s cut him down to size.
