The Brief

Teenagers in Singapore are a bright bunch. But high IQ doesn’t mean high EQ, an increasing number of them turn to violence, self-mutilation and even suicide due to mental and emotional issues. The Singapore Health Promotion Board needed to let them know that their peers all face similar growing pains – they are not alone in how they feel.

Creative Execution

At every corner of every youth hangout, teens plugged into Moodcubes – mobile playlists of their generation, and connected effortlessly to their peers through the emotive power of music.

Describe the creative solution to the brief/objective.

We collated the emotional zeitgeist of 66,000 teenagers across the nation through a social media application, boiled them down to 400 feelings and collaborated with Universal Music to translate those adolescent tears and fears into 400 songs.

Results

In 4 months, 57,680 teenagers plugged into their emotions and shared them online. Health Promotion Board’s youth mental health webpage saw a tenfold increase in the number of visitors.