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.


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



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing