Write a short summary of what happens in the film

In Singapore, people with mental health conditions live in the shadow of a cultural Goliath – popular misperceptions, negative stereotypes and other widespread biases that make life miserable. This Social Experiment video was conducted to bring unsuspecting Singaporeans literally face to face with their prejudice through techniques proven by researchers to counteract implicit bias. The aimed was to make it safe to talk about mental illness, by reframing it: not “sick people” but “resilient Singaporeans.” They responded with empathy over stories of individual resilience navigating through hardship and their struggle against mental health stigma.

Cultural/Context information for the jury

Singapore’s record when it comes to citizens with any kind of disability has been at times hair-raising. In a culture relentlessly focused on economic progress, we’ve tended to devalue people we deem unable to contribute economically. And during the 1980s and 90s, disabled people were routinely institutionalized. But it gets worse: the prevention of disabilities was seen as so important that in 1970, Singapore passed a law which allowed any spouse, parent or legal guardian of a person with recurring or permanent mental disability to get that person sterilized. So while we love our country, it’s a very tough place to be “different.” Today’s PMHCs are confronted with extra judgment and stigma because “they don’t look sick” – and because this conundrum makes other Singaporeans, focused on “face” but unsure of the etiquette of interacting with PMHCs, uncomfortable. That’s just a snapshot of what Singapore’s PMHCs struggle against.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

We drove a nationwide survey that revealed that Singaporeans fear the things they don't understand. Half admitted they “have very little knowledge about mental health issues” yet confess they hold feelings of prejudice” against PMHCs. More than half said PMHCs “should not be given any responsibility", "not willing to even live near someone with mental health issues" and even “unpredictable and dangerous." While 90% of respondents said other Singaporeans “should adopt a more tolerant attitude”, their own attitudes were anything but trying to be “supportive and inclusive”. In response, we combined various reframing techniques to help introduce people to their own “implicit bias” that affected how they behaved around people in recovery. • Individuation (people empathize more with “specific victims” than disadvantaged groups) • Replacing stereotypical responses with positive, non-stereotypical examples • Increasing opportunities for contact The campaign reframed persons with mental health conditions as “resilient” and not stereotypically “sick”.