McCann Worldgroup and NCSS launch ‘Beyond The Label’ against mental health stigma
McCann Worldgroup Singapore and the National Council of Social Services have launched ‘Beyond the Label’, the first ever national campaign tackling the stigmatisation of people with mental health issues.
The multimedia campaign was co-created with five people in recovery and addresses resilience, family and social integration. The film features a social experiment aimed at understanding and combating negative attitudes towards people with mental health issues.
A Social Experiment on Mental Health Stigma | Beyond The Label
How do we view persons with mental health conditions? To find out, we invited members of the public to a social experiment. #BeyondTheLabel #ncsssg
Posted by Beyond The Label on Friday, 7 September 2018
Creative director Alfred Wee at McCann Worldgroup Singapore commented: “What was first a task to generate greater conversations around this rarely talked-about issue in society has become something more for the agency and team working with NCSS; the movement has opened our minds and touched our hearts. We hope that the public will recognize the importance of their role to people recovering from their mental health conditions.”
The video and key visuals of the campaign’s ambassadors and co-creators will be showcased across media platforms from September to November 2018.
NCSS, McCann Worldgroup Singapore and IPG Mediabrands have launched a community platform on Facebook as well as a badge for advocates and key opinion leaders as a show of solidarity to the ‘Beyond The Label’ movement.
Credits:
Creative Agency: McCann Worldgroup Singapore
Senior Account Director & Strategic Planner: Fathrul Fazakir
Senior Account Manager: Lisir Chin
Account Executive: Clarissa Choo
Creative Director: Alfred Wee
Film Director / Editor / Photographer: Clayton Lai
Senior Art Director: Adrian Loo
Copywriter: Preet Kaur
Film Production Company: Reel Loco Productions Pte Ltd
Sound Production Company: Neon Sound
Media Agency: IPG Mediabrands
nice social experiment with a twist
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