The Brief

When more and more teenagers turned to self-mutilation, violence and even suicide as an outlet for their feelings, the Singapore Health Promotion Board had to step in. Fact is teenagers who share their feelings and problems are less likely to hurt themselves. So we needed to find a way to get them to open up and unbottle their feelings.

Creative Execution

By using the universal language of youth – music, we gave them a way to express their feelings in a powerful yet unassuming manner while utilising the most popular social media platform on the planet, Facebook. We raised awareness for Emobot through radio spots and Facebook banners. We also got influential Youth Bloggers to talk about it while Radio Deejays went to schools to promote the use of Emobot to cheer their friends up.

Describe the creative solution to the brief/objective.

In a partnership between Universal Music and the Health Promotion Board, we created a social media platform that could translate youth’s emotions into a language anyone can understand – music.

Results

In just 4 months, 66,835 teenagers found a song for their emotions. Health Promotion Board’s youth portal, where tips on how to cope with stress were shared, saw over 1,000% increase in the number of visitors. Through the power of music, our youth are now tuning in to their emotions – one song at a time.