|Title||BEYOND THE LABEL|
|Brand||NATIONAL COUNCIL OF SOCIAL SERVICE|
|Product / Service||PUBLIC EDUCATION; NOT-FOR-PROFIT|
|Category||B02. Non-profit / Foundation-led Education & Awareness|
|Entrant||McCANN SINGAPORE, SINGAPORE|
|Idea Creation||McCANN SINGAPORE, SINGAPORE|
|Media Placement||UM Singapore, SINGAPORE|
|PR||OGILVY SINGAPORE, SINGAPORE|
|Production||REEL LOCO PRODUCTIONS Outram, Central, SINGAPORE|
|Nicholas Handel||McCann Worldgroup Singapore||CEO|
|Judd Labarthe||McCann Worldgroup Singapore||Planning Director|
|Alfred Wee||McCann Worldgroup Singapore||Creative Director|
|Preet Kaur||MRM//McCann Singapore||Copywriter|
|Adrian Loo||McCann Worldgroup Singapore||Art Director|
|Clayton Lai||McCann Worldgroup Singapore||Director|
|Xinyi Lim||McCann Worldgroup Singapore||Designer|
|Darren Soong||McCann Worldgroup Singapore||Post Production|
|Fathrul Fazakir||McCann Worldgroup Singapore||Account Director|
|Lisir Chin||McCann Worldgroup Singapore||Account Manager|
|Clarissa Choo||McCann Worldgroup Singapore||Account Executive|
|Josephine Pang||Reel Loco Productions||Producer|
|Michelle Tsao||Neon Sound||Sound Studio|
|Fiona Sim||IPG Mediabrands (UM)||Account Director|
|Larriah Bernado||IPG Mediabrands (UM)||Media Manager|
|Clara Lee||IPG Mediabrands (UM)||Media Manager|
|Nor’Huda Abidin||IPG Mediabrands (Reprise)||Media Manager|
|Tan Xing Long||PG Mediabrands (Reprise)||Media Manager|
There are no restrictions or regulations regarding Government communications for health and awareness in Singapore.
A nationwide study on mental illness prevalence shows one in eight Singaporeans will suffer a mental health condition in their lifetime. In a culture relentlessly focused on economic progress, this is a very tough place to be “different”, and that’s just a snapshot of what Singapore’s PMHCs struggle against.
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.
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.