Tag: Mental Health

Singapore – The Agency for Integrated Care (AIC) has teamed up with The Secret Little Agency (TSLA) to launch a youth-focused mental health campaign that takes an empathetic approach to destigmatise mental health support for Singapore’s youth. 

Called ‘REAL,’ AIC’s initiative aims to provide tailored mental health support for Singapore’s youth, destigmatise mental health discussions, and create accessible, approachable pathways to support.

Developed in partnership with TSLA, REAL addresses a common mental barrier among youth: the tendency to downplay their mental health struggles and dismiss their need for support. The brand’s mission is to validate young people’s experiences, help them acknowledge their challenges, and empower them to take action while normalising the process of seeking help.

AIC and TSLA crafted REAL’s tone of voice and messaging to connect deeply with youth, fostering a supportive space where they feel seen, heard, and understood. 

“With REAL, we wanted to break down the idea that one needs to look or act a certain way to ‘deserve’ help. In a world where mental health is often portrayed in visually homogenous ways, we took a contemporary approach with unique illustrations to portray the very real and complicated emotions and struggles that words or photos often cannot portray,” said Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency. 

They added, “By focusing on highly contextual placements and modern and varied relatable content that are deeply culturally resonant of mental health struggles in today’s society, REAL offers a way for young people to connect with support systems meaningfully. We’re here to meet them where they are and show them they’re not alone in what they feel.”

As part of the campaign launch, AIC and TSLA have unveiled vibrant, large-scale out-of-home (OOH) installations at key locations across Singapore, including Raffles Place, Bugis Plus, and Singapore Polytechnic. Each installation represents “larger-than-life” emotions, capturing the overwhelming nature of mental health struggles. REAL’s brand world also introduces characters designed to embody complex emotions, making these experiences more relatable and impactful.

Complementing these installations, REAL’s campaign features OOH placements at bus stops and in central business district (CBD) areas, delivering contextual and evocative messages tailored to youth. Digital ads on social media and YouTube cleverly use “skippable” formats to playfully remind young audiences that while they can skip the ads, they cannot skip or ignore their emotions.

Additionally, AIC and TSLA collaborated with popular youth favourites like PlayMade bubble tea and engaged in tactical media buys with Cups Media at tertiary institutions. These efforts extend REAL’s message through creative sticker packs and branded cups, effectively reaching youths in familiar, casual settings where they feel most comfortable.

The campaign also features the short film Burnout, produced in collaboration with Zhao Wei Films and directed by award-winning Singaporean director and writer Nicole Midori Woodford. The film tells a relatable story of young people attempting to suppress their anxieties, only to watch in horror as their worries grow uncontrollably instead of fading away.

A key character from REAL’s brand world, Fyre—a fire illustration symbolising anxiety—stars in the film, which tells the story of a young intern grappling with mental health. The three-minute short premiered at the 5th Edition Mental Health Film Festival Singapore (7-10 November 2024), bringing the REAL campaign’s mission to life.

The REAL initiative is AIC’s answer to the worrying data produced by their commissioned study, where 90% of youths have experienced a mental health challenge in the past 12 months but more than half are not even considering seeking support. 

“As mental health continues to impact the lives of youths and young working adults, it’s clear that addressing this challenge requires more than traditional approaches,” said See Yen Theng, chief of the caregiving and community mental health division at AIC. 

“REAL represents a shift towards engaging youths and young working adults as we provide the support they need in ways that are accessible, validating, and empathetic. Our goal is for them to know they are not alone and that their mental well-being matters. While recognising their needs, we also offer a wayfinding tool to find nearby community mental health services,” See added. 

Before this campaign, AIC partnered with TSLA on the “Break the Silver Ceiling” initiative, which aims to combat ageism, challenge outdated perceptions of ageing, and foster a positive shift in societal attitudes toward seniors.

Singapore – ASICS has unveiled a new campaign featuring actor Brian Cox, warning of the mental health risks posed by uninterrupted desk work and urging employees to take a #deskbreak to boost their well-being through movement.

As businesses bring more employees back to the office, ASICS’ campaign seeks to inspire workers to step away from their desks and prioritise their mental health through movement.

The campaign kicks off with Brian Cox portraying the world’s most intimidating boss in a Public Service Announcement (PSA), rallying office workers to confront the silent threat to their mental health—their desks. In the PSA, Cox urges employees to prioritise their well-being by taking regular desk breaks—short movement breaks during the workday—to safeguard their mental health.

Actor Brian Cox said, “I’ve played some pretty intimidating characters in my time, but who would have thought a desk could be scarier? It’s great to see ASICS try and do something about this and encourage people to support their mental health through exercise. As I say in the film, run, jump, roller skate. I don’t care. Just move for your mind.”

To further solidify their call on this campaign, ASICS introduced The Desk Break Clause—the first employment contract clause granting workers the legal right to 15-minute movement breaks beyond standard breaks. ASICS has implemented this in its UK employee contracts and made it available for other companies to adopt, urging workers to advocate for its inclusion with their bosses and HR teams.

As part of the campaign, targeted OOH placements in office spaces encourage workers to advocate for the inclusion of the #deskbreak clause in their company policies, while HR and workplace influencers rally their followers to embrace the #deskbreak initiative.

ASICS’ 360° campaign, developed by Golin, spans OOH, influencer, earned, and social channels. The global campaign will also roll out in APAC in markets including Australia, China, Japan, and Singapore. It follows their global study linking sedentary behaviour to declining mental wellbeing, revealing that just two hours of uninterrupted desk work can lower State of Mind scores and raise stress levels.

For this campaign, ASICS also undertook The Desk Break experiment, led by Dr. Brendon Stubbs of King’s College London. It revealed that adding just 15 minutes of movement to the workday improved mental wellbeing by 22.5%. After one week, participants experienced 14.7% lower stress, 33.2% higher productivity, and 28.6% better focus. They also reported feeling 33.3% more relaxed and 28.6% calmer, with 79.2% expressing greater loyalty to employers who offered regular movement breaks.

Dr. Stubbs explained, “We already know that just 15 minutes and 9 seconds of exercise can result in a meaningful improvement in people’s state of mind scores. But what surprised us was just how much it improved cognitive function and reduced stress levels for all our participants across the world. It even changed people’s perceptions of their workplace for the better.” 

On World Mental Health Day, 10 October 2024, ASICS aims to inspire office workers globally to take regular #deskbreaks, encouraging 15 minutes of movement for mental health benefits. ASICS is also inviting people to post photos of their empty desks with the hashtag #deskbreak, with each post raising funds for mental health charities worldwide.

Gary Raucher, EVP for ASICS EMEA, said, “In the lead up to World Mental Health Day, we wanted to deliver a strong message that will get people moving for their minds. The hours we spend at our desks are having a real and scary impact on our minds. And it needs to change. At ASICS, we champion the power of movement, not just on the body but also on the mind. It’s why we’re called ASICS—an acronym for the Latin ‘Anima Sana in Corpore Sano’ or ‘Sound Mind in a Sound Body’. We’re proud to be turning that purpose into action and encouraging not only our employees but the rest of the world to move their minds.” 

Al Wood, chief creative officer at Golin, added, “We loved the idea of ASICS stepping out of the exercise world to take on office culture in ways you wouldn’t expect from a sports brand. From putting the world’s scariest boss in shorts to using employment contract law to help people create change. A balance of entertainment and action to get workers away from their desk.” 

Singapore – TBWA\Singapore has partnered with Samaritans of Singapore Limited (SOS), a secular, non-profit suicide prevention centre that adopts a holistic approach to suicide-related topics , to help address the complex issue of suicide and to encourage a shift among citizens from a culture of silence and stigma to one of openness, understanding, and support.

The campaign is launched following World Suicide Prevention Day on September 10, and from 2024 to 2026 the theme is ‘Changing the Narrative on Suicide’ with the call to action ‘Start the Conversation’. This theme aims to raise awareness about the importance of reducing stigma and encouraging open conversations to prevent suicides.

On World Suicide Prevention Day, TBWA\Singapore and SOS launched ‘The Living Note’, an awareness campaign encouraging open conversations through a suicide attempter with an important message to share – seek help if you experience suicidal thoughts.

In collaboration with Jason Chua, the founder of Beng Who Cooks and a suicide attempter, the campaign shows a real ‘leaving note’ and how to turn it into a ‘living note’. First of its kind, the campaign taps into the struggles of people who have battled with suicidal thoughts to deliver the message that life is worth living.

The film is an emotional watch, capturing Jason’s pain in the leaving note he once wrote, showing the depth of his emotions that remain raw to this day. However, he transforms his story of despair into one of hope by writing a new note listing his reasons for staying. The film is an authentic and powerful reminder that you are not alone and that there are those ready to listen and help you turn the page on dark moments.

Asheen Naidu, ECD for TBWA\Singapore, comments “This was a really emotional project for the whole team, and our thanks go to Jason for so bravely sharing his story. We hope this campaign can help more people turn their leaving notes into living notes.”

This is not a one-day only campaign, with the content running until end of the year. First launching on digital and social, this campaign is also expected to run on OOH media insertions.

Singapore – Youthline, a charity that provides youth mental health assistance, and PleaseStay Movement, a non-profit suicide advocacy group, have started an initiative to shed light on the deep and long-term consequences of youth suicide. Titled ‘The Rooms That Remain’, this effort was implemented in conjunction with MullenLowe Singapore.

As part of the initiative, “The Rooms That Remain” was released, which reconstructs the bedrooms of three young Singaporeans who sadly committed suicide. These private areas, which are brought to life by the memories that their families have preserved, provide a moving window into the lives and legacies of these cherished young people.

From June 24 to June 30, the show is on display in the Wisma Atria retail centre in Singapore.

Visitors can also have a more profound comprehension of the true narratives of these figures and the catastrophic consequences for the bereaved families by entering these reconstructed rooms. A webpage with digital copies of the rooms complements the real display. 

Online users are able to explore these areas and learn more about the private histories of the people who inhabit the rooms. The website will also include details on pro-bono counselling and a live mental health helpline, as well as information on how to access Youthline’s mental health resources. 

This program is supported by a number of partners, including The Merry Men Works, whose aim is to create experience spaces for meaningful encounters and has played a role in bringing the rooms to life. In addition, New Charis Movers offers reliable packing services to assist families in finding closure following the loss of a loved one.

Talking about the initiative, Valerie Lim, co-founder of PleaseStay Movement, said, “Talking about suicide is heart-wrenching and difficult. However, meaningful conversations need to happen to help clarify and dispel fear about suicide among the wider public, and more importantly, build collective compassion and break the stigma which survivor-families face. ‘The Rooms that Remain’ is an open platform that offers a safe manner to broach the subject of suicide. Through these living spaces, we are invited to appreciate the lives of youths who had sadly succumbed to suicide. Here, we can ponder or discover how mental health affects us all and that, ultimately, we have a shared responsibility to look out for each other.” 

Meanwhile, Marc Khoo, chairman of Youthline, stated, “The alarming rates of suicide among youths and the rise in proportion of youths in distress in Singapore calls for greater awareness, support, and collaboration across the community. Our goal is to provide a listening ear and effective support to young people who are struggling, as early as possible — and we aim to do so in the most accessible way. By creating a safe, non-judgmental space for youths to address their struggles, we hope to rein in mental health challenges before they become acute and inch closer to a future where no youth feels alone.”

Singapore –  Around 50% of Gen Alpha and 43% of Gen Z in APAC cited gaming as making them feel better if they’re anxious or stressed, according to the new research conducted by youth-first marketing and media platform TotallyAwesome. 

Based on the data, Gen Alpha and Gen Z consider gaming a better way to relieve their stress and anxiety as compared to talking to family members (28% and 21%, respectively), as well as talking to friends (28% and 32%, respectively). 

These trends are impacting several markets in APAC, where Vietnam came out on top with 60% of Gen Z youth turning to gaming to ease their anxiety and stress, followed by the Philippines and Malaysia at 56%, South Korea at 49%, and Singapore and Malaysia both at 47%. 

The research also reveals how gaming has become gender agnostic, especially amongst Gen Alpha, where 46% of girls use gaming to relieve anxiety, which is extremely close to boys, who sit at 54%.

Furthermore, Gen Alpha (52%) and Gen Z (48%) cite gaming as a way to feel more connected with their friends and family. This data is especially relevant for parents, who hold purchasing power when it comes to these demographics.

The youth in APAC are increasingly placing more value in gaming compared to other channels when building connections. However, the expansion of the commercial gaming industry influences streaming services as well, underscoring heightened participation among the youth who are exploring the gaming ecosystem for content. 

The research reveals that the big players are still dominant across APAC, with 77% of Gen Alpha and 76% of Gen Z citing YouTube as their most used streaming channel, compared to only 6% and 8% going to Twitch.

TotallyAwesome’s Youth-first Digital Insights highlight the impact of these nascent trends on advertisers in the region. APAC is the world’s largest gaming market, with total revenues exceeding US$84b in 2022. 

The data revealed in this study presents a significant prospect for tapping into the market’s potential by connecting with these consumers through well-thought-out advertising approaches that effectively connect with the younger demographics of Gen Z and Gen Alpha.

Will Anstee, TotallyAwesome’s executive chairman, said, “Our Youth-first Digital Insights underscores the gaming industry’s profound influence on Gen Z and Gen Alpha. When it comes to forging a sense of community and self-expression, young people are increasingly looking to gaming as the most important space for social bonding. Gaming is no longer just gaming – it’s their new social.”

“Our extensive research shows that parents are more digitally literate than ever and are increasingly concerned with cyberbullying, highlighting a demand for safe online environments that provide an outlet for positive play. Brands need to be brave and step into gaming in a way that considers the myriad concerns and needs Youth have. These rich insights help Brands and media agencies alike to gain a better understanding of young people’s appetites and how best to support their passions,” he added. 

Meanwhile, Raja Kanniappan, TotallyAwesome’s newly appointed chief executive officer, commented, “TotallyAwesome has been conducting our Youth-first Digital Insights for 8 years. We have built a deep understanding of the attitudes and behaviours of youth across Asia Pacific. We work with marketers and media agencies to take these rich insights and learnings to enable Brands to connect with Youth in a safe, relevant and effective way. If you want to capture the hearts and minds of Youth and build meaningful and long-lasting relationships – you need to get into gaming. It’s their now and their future.”

Manila, Philippines – Local live streaming app Kumu has announced a month-long initiative called ‘Sound Minds: Exploring Mental Health Through Music’ which encourages users and creators alike to launch online activities that open up conversations and actions online about the importance of caring for your mental health.

Said initiative explores a range of activities for both music lovers and mental health advocates to enjoy– from new programs to watch to product features that facilitate a new donation process in-app.

Moreover, Kumu is opening up new ways for its users to contribute to causes and charities they care about deeply. A portion of the diamond earnings throughout all app activities made through this initiative will go directly to Kumu’s chosen charity of the month.

“For many chronically online Filipinos, social media is still seen as a scary place where you’re easily exposed to hate and negativity on a daily basis. This is why Kumu has dedicated its platform to building safe spaces online where creators can express themselves, meet new people, and share their stories– even of their struggles, in the hopes of helping others cope through hard times as well,” the company has said in a press statement.

Kumu also brought in mental health experts onto the platform to lead the conversation and educate the community about mental health issues and best practices during these tough times.

Kuala Lumpur, Malaysia – With the aim of putting a spotlight on the importance of mental health, local biscuit brand Julie’s Biscuits recently launched its #Take25 campaign. 

The campaign focuses on encouraging the public to ‘take a break’ amid the World Health Organization report on the 25% increase in anxiety and depression worldwide due to the pandemic.

“There are various ways for people to take care of their mental wellbeing. As the producer of the OAT 25 biscuits, one of the healthier snack options for many consumers, we would like to communicate that on top of encouraging healthy snacking, we are also looking to advocate taking scheduled breaks as part of your wellness practice,” said Tzy Horng Sai, director of Julie’s Biscuits. 

#Take25 is inspired by the Pomodoro technique, which refers to a time management method that focuses on working in 25 minute intervals to increase productivity while also experiencing relaxation. 

“We would like to call upon people to #Take25 minutes to unwind in any way that allows them to destress or feel better – be it a 25-minute walk or even enjoying the soothing “symphony” of tearing and crunching into packs of the OAT 25 biscuits. As we continue to adjust living in an endemic, we hope that this campaign can inspire people to find ways to prioritise their mental wellbeing,” Sai further explained.

Made in collaboration with Singapore-based creative agency GOVT, the campaign features a series of curated content that emphasizes the unique ways people choose to unwind. This is shown through three videos titled, “Roll the Day Away”, “ASMR”, and “Have a Cuddle”, plus advertisements placed in strategic areas in Malaysia and Singapore.

Aaron Koh, GOVT’s co-founder and Julie’s creative partner, said, “For the launch of the Julie’s #Take25 campaign, we wanted to play with the notion of unwinding in between moments. #Take25 reminds us to take that step away from the negative aspects of the day and focus on what is important – me time. And everyone has their own version of me time.”

He added, “The campaign encourages everyone to unwind in their own unique ways – no matter how unconventional. In this short and, we hope, wonderfully offbeat video series, we show a working woman coming home from a hectic day and creating her own #Take25 moments in weirdly interesting ways.”

#Take25 follows Julie’s Biscuits’ Hari Raya and Chinese New Year campaigns, which featured short films about gender stereotypes, hope, and optimism.

Singapore – TikTok is reinforcing its commitment to fostering a safer space for mental health conversations with new educational and inspiring content added to its ‘Digital Wellness Hub’. This was shaped in consultation with experts and mental health advocates as well as with results from a joint survey with market research firm YouGov. 

The survey, which was geared towards further understanding local and cross-generational attitudes towards mental well-being, underscored the need for greater mental wellness support ecosystems amongst adults above 18. In particular, it uncovered people’s comfort levels in talking about their own mental health. 

The research specifically found that 59% of respondents in Singapore expressed fear that their loved ones would not be able to help if they talked to them about the topic, whilst 64% stated they are afraid that being open about their mental well-being will negatively affect their future prospects at work.

Taking into account people’s current dilemma when it comes to their mental health, TikTok has introduced new content to its in-app ‘Digital Wellness Hub’ – a one-stop portal that anchors all of its educational initiatives around well-being and cyber wellness – to further bolster its mental health offerings to the local community.

Teresa Tan, TikTok’s director of public policy for Singapore and SEA, said, “While significant strides have been made to build and reinforce mental health support systems in Singapore, more needs to be done to help our local community feel less afraid of judgment and more empowered to actively seek help. These safeguards span across all areas, from people in the community, policies, and platforms like ours.”

The newly improved Hub also includes a new ‘Creator Spotlight’ series, featuring local mental health advocates like Adeline Tay, Samantha Ng, Jeannette Qhek, and Nava Neetha, amongst others, to inspire audiences in the community with their personal journeys. Local users will also be encouraged to continue sharing their own stories with the hashtag #mentalhealthawareness.

These initiatives are set to further expand the wellness community on the platform, including non-profit organisation (NPO) partners, such as CARE Singapore, Fei Yue Community Services, Samaritans of Singapore, and TOUCH Community Services, as well as the participants and alumnus across TikTok-driven programmes like ELEVATE and Youth for Good. 

The newly-added initiatives will complement existing safeguards in TikTok, including in-app well-being guides that have been developed in consultation with experts, to provide a holistic support ecosystem for all. 

“At TikTok, we firmly believe in the power that an inclusive community wields in breaking down stigmas and driving important conversations around mental health. With the continued support of our non-profit partners, we endeavour to keep growing our peer support ecosystem on the platform, providing our wellness creators with safe spaces and resources to express themselves authentically, seek help, and support others,” Tan added.

Singapore – Southeast Asia’s digital mental health ecosystem provider, Safe Space, has partnered with FWD Insurance (FWD), a pan-Asian life insurance company, to re-imagine mental well-being techniques on a digital platform. 

Officially launched as a pilot programme in September 2021, the partnership with FWD has evolved to become part of Safe Space’s bigger initiatives in providing support for individuals regardless of their mental health background. Focusing on accessibility and affordability, mental health content and features supported by Safe Space’s expertise will be made available on FWD’s digital platform. 

Through this partnership, Safe Space is also leveraging its strategic insights from a research association with FWD to facilitate a goal-based user journey centred around a holistic concept of well-being. With a large potential for learning and scope for innovation and exploratory solutions, this association supports Safe Space’s endeavours to drive value and positive outcomes through social impact.

Lynette Seow, Safe Space’s co-founder and COO, noted that through this partnership with FWD, they are rethinking user engagement with regard to mental health education and access. 

“Having done extensive research across multiple markets, we are able to understand both the shared issues of key demographics across Asia as well as the local nuances and mental health challenges faced in individual countries. Armed with this knowledge, we can now develop new ways to address the issues that are important to users, for the most impact,” said Seow.

India – Due to the uncertainty and fears brought about by the pandemic, there has been a decline in people’s mental health, and with this, Indian insurance firm Bajaj Allianz General Insurance has launched a new campaign to emphasize the need for helping friends, family, and colleagues struggling with anxiety. 

In partnership with WATConsult, the digital marketing arm of hybrid digital agency Isobar, Bajaj Allianz General Insurance’s ‘Unloop the Loop’ campaign highlights the psychological phenomenon of constantly being stuck in a negative thought loop. The 4-film campaign aims to create empathy for the ones undergoing such loops every other minute of their lives. Each loop video is centered around a different pain point – relationship, work, and general wellbeing, and the notable pace of copy clubbed with looping visuals seeks to nudge the audience to act upon the call to action.

The campaign leads audiences to a downloadable kit with a step-by-step guide to initiate the mental health conversation, simplifying the process of reaching out.

Tapan Singhel, Bajaj Allianz General Insurance’s CEO and managing director, said that people have been anxious and uncertain because of this virus which has affected millions across the world, and as a brand, they needed to step in and say that they do care and so do the people around.

“I’m sure that this mental healthcare kit will act as a guide and make people open up, but most importantly restore hope to emerge stronger from this and every crisis we face in the future,” said Singhel.

Meanwhile, Heeru Dingra, the CEO at Isobar India, said, “All of us have been stuck in the loop of negative thoughts at some point in our life. But the intensity varies for each one of us. It is imperative to welcome these life-saving mental health conversations and act as a safe space for each other.”

Sahil Shah, WATConsult’s managing partner, commented, “I believe that empathy is an understated value. It can bridge the gaps between the listener and the worrier. Just this one simple act has the most powerful effect on the one who has been struggling to unloop the loop themselves. And I believe we have taken one big step forward through this campaign.”