DESTIGMATISING MENTAL HEALTH CONVOS AMONGST SINGAPOREAN YOUTHS
A campaign by the Health Promotion Board to de-stigmatise conversations about mental health, and making reaching out to others the norm.
We interviewed over 30 youths and shared their real stories through multiple mediums in everyday places where these conversations take place.
Client: Health Promotion Board
Creative Agency: Publicis Singapore
Executive Creative Director: Adrian Yeap
Creative Director: Khoon Kiat Liong, Jared Kang
Associate Creative Director: Parth Gadhia
Art Director: Phoebe Ting, Jerry Tan, Eddie Sim
Copywriter: Glen Foong
Animation Production: Prodigious
Illustrator: Choon Fai
Awards:
Effies 2023 Youth Marketing – Products & Services, “It’s OKAY to reach out (Youth 2022)” SILVER
MEA (Marketing Excellence Award) 2023 - Excellence in Content Marketing GOLD
MEA (Marketing Excellence Award) 2023 - Content Champions
Work with the illustrator and animators on production
Storyboarded for 2 films
Work with Creative Director and fellow Art directors to conceptualize and develop Key visuals
Adapt for OOH, Edm, Social and etc
Inspired by true stories, the struggles shared on the visuals to help commuters waiting or passing by feel less alone and know that Its Okay To Reach Out. Platform screen doors at Pioneer and Kent Ridge Circle Line stations were strategically picked by the team to reach out to the high volume of students from schools nearby with their important youth mental health message.
