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Singapore’s NCSS launches second edition of ‘Beyond The Label’ mental health campaign

Singapore’s National Council of Social Service (NCSS) has launched the second phase of its ‘Beyond The Label’ campaign that seeks to destigmatise mental illness. The campaign has been created by McCann Worldgroup Singapore. 

‘Beyond The Label’ is built around findings from a 2017 Attitude Study by NCSS which revealed that over one in two adults in Singapore are not willing to live with, live near or work with those affected by a mental health condition. The campaign involves videos co-created with people in recovery. The first of these is focused on people with mental health conditions and the self-induced stigma

Let’s Be Brave And Seek Support – Beyond the Label

You are not alone. The first step to recovering from a mental health condition, is finding the courage to seek help, and getting support from your friends and loved ones.It's time to open up and talk about it with someone you trust.#beyondthelabel #togetheragainststigma #mentalhealthawareness

Posted by Beyond The Label on Thursday, 26 September 2019

 The second deals with the support that can be given by colleagues and caregivers

Let’s Offer Our Support As Colleagues & Caregivers – Beyond the Label

Is someone in your office or your life partner struggling with a mental health condition? By being more understanding, offering your support and seeking help for them, you can get them on their road to recovery.It’s time to open up and talk about mental health.#beyondthelabel #mentalhealthawareness #togetheragainststigma

Posted by Beyond The Label on Monday, 30 September 2019

The third film talks about family and friends as a source of support

Let’s Support Our Family & Friends – Beyond the Label

Do you have a loved one or a friend struggling with a mental health condition? By being more understanding, offering your support and seeking help for them, you can get them on their road to recovery.It’s time to open up and talk about mental health.#beyondthelabel #togetheragainststigma #mentalhealthawareness

Posted by Beyond The Label on Tuesday, October 1, 2019

The campaign is playing out over television, outdoor, digital and social platforms. A new helpbot is now available over Facebook Messenger to help to ease the search for mental health help and resources .
The campaign included an activation leg with
Beyond the Label Fest, a pop-up market that promoted a deeper understanding on mental health issues. ‘Beyond The Label’ has partnered with Youth Alliance – a network of public agencies with representatives from government, healthcare and social service agencies, and institutes of higher learning. A youth outreach called ‘Creativity Against Mental Health Stigma’ has been launched in partnership with Temasek Polytechnic.

Creative professionals from Temasek Polytechnic School of Design will be developing campaigns, products and innovations to raise awareness on issues surrounding mental health. 

Speaking about the campaign McCann Worldgroup Singapore creative director Alfred Wee said: “When NCSS launched Beyond the Label – Singapore’s first ever national movement to tackle stigma towards those with mental health conditions last year – the Facebook page and social platforms became a safe spaces for the public to share their stories of recovery.

“We recognised that many are seeking more open channels of communication at home and work regarding their mental health, and easier access to mental health resources and help. We hope the campaign messaging conveys that sentiment effectively to the ones we’ve yet to reach, and assists the yet-to-be diagnosed locate help more easily.”  

The first edition of the campaign was launched last October, co-created with five people who were in recovery.

Credits:

Group account director: Fathrul Fazakir

Senior account manager: Natalie Oh

Account executive: Clarissa Choo

Creative director: Alfred Wee

Film director: Clayton Lai

Senior art director: Adrian Loo

Copywriter: Lane Ito / Heng MayMay

Technology partner: AiChat Pte Ltd

Film production company: Reel Loco Productions Pte Ltd

Sound production company: Neon Sound

Media agency: Gov@Publicis

PR agency: Ogilvy

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