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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

By using the universal language of youth – music, we gave them a way to express their feelings in a powerful yet unassuming manner. And the only way to do this was where they spend most of their time – Facebook.