Singapore Social Service Council’s Mental Health Campaign Starts Phase 2

The campaign stemmed from research indicating that Singaporeans are reluctant to work with people with mental health issues.

KUALA LUMPUR, Oct 28 – Singapore’s National Council of Social Service (NCSS) has rolled out the second phase of its mental health campaign called “Beyond The Label”.

The campaign 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, according to Mumbrella Asia.

“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 space for the public to share their stories of recovery,” McCann Worldgroup Singapore creative director Alfred Wee said.

“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 “Beyond The Label” campaign was launched in October 2018, in partnership with five people who were in recovery.

The campaign involves videos co-created with people in recovery. The first video is focused on people with mental health conditions and the self-induced stigma, the second deals with the support that can be given by colleagues and caregivers, the third film speaks about family and friends as a source of support.

The campaign included an activation leg with Beyond the Label Fest, a pop-up market that
The campaign also collaborated with Youth Alliance – a network of public agencies with representatives from government, healthcare and social service agencies, and institutes of higher learning.

Separately, a youth outreach called ‘Creativity Against Mental Health Stigma’ has been launched in hands with Temasek Polytechnic.

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