Singapore – McDonald’s Singapore is encouraging young people to love themselves with the ‘Lovin’ Me’ campaign for World Mental Health Day. The campaign, led by public relations agency Golin, aims to help young Singaporeans nurture self-love and resilience.
Through the campaign, McDonald’s intends to provide the youth access to mental health resources. A recent study from the Institute of Mental Health prompted the initiative, as it found that one in three young people has experienced severe signs of depression, anxiety, and stress.
McDonald’s released the ‘Lovin’ Me’ anthem and music video, which captures the themes of self-love, resilience and acceptance. Featuring local talents Haneri, WHYLUCAS, and LAYYI, the song encapsulates the youth’s emotional journey and empowers them.
The campaign also encourages open dialogue on mental health through the ‘Lovin’ Me Conversations’ podcast series, also hosted by Haneri. The podcast will feature mental health advocates and experts to talk about their insights about the issue.
The ‘Lovin’ Me Playbook’ also offers mental health resources tailored for young people, including messages they can share with others. The digital guide aims to spread awareness, designed to be accessible to the youth.
Additionally, McDonald’s is launching the ‘Lovin’ Me’ Reminders, sticker sheets featuring uplifting illustrations and anthem lyrics. It can be downloaded on laptops and mobile devices.
Last year, McDonald’s Singapore launched the ‘Feelings Cards’ tailored for younger children to recognise and express their emotions. Building on this initiative, the ‘Lovin’ Me’ campaign extends to teens and young adults.
“At McDonald’s, we believe in supporting the communities we serve, and that includes our youth who are at the heart of Singapore’s future. With ‘Lovin’ Me’, we want to create a safe space where youth feel seen, heard, and uplifted. We hope to inspire a community that prioritises mental well-being and empowers youth to embrace who they are while seeking the emotional support they need,” Benjamin Boh, managing director of McDonald’s Singapore, said.
“I have hope that our efforts will fuel conversations that empower them to share their stories and, more importantly, spark dialogues that create real change.” Shouvik Prasanna Mukherjee, executive vice president of global creative innovation and chief creative officer of APAC at Golin, said.
