BEYOND THE LABEL

TitleBEYOND THE LABEL
BrandNATIONAL COUNCIL OF SOCIAL SERVICE
Product / ServicePUBLIC EDUCATION; NOT-FOR-PROFIT
CategoryD01. Social Video
EntrantMcCANN SINGAPORE, SINGAPORE
Idea Creation McCANN SINGAPORE, SINGAPORE
Media Placement UM Singapore, SINGAPORE
PR OGILVY SINGAPORE, SINGAPORE
Production REEL LOCO PRODUCTIONS Outram, Central, SINGAPORE

Credits

Name Company Position
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

Background

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. NCSS wanted to encourage Singaporeans to be more supportive and inclusive – which would mean confronting this Goliath. This campaign harnessed the power of proven reframing techniques to deliver significant (in many cases, double-digit) positive shifts in Singaporeans' knowledge, attitudes and behavior – surpassing all its goals – and created safe spaces for all to talk about the subject. We may not have slain the giant, but we’re inflicting serious damage.

Describe the creative idea

A social experiment was conducted to bring unsuspecting Singaporeans literally face to face with their prejudice through techniques proven by researchers to counteract implicit bias: • Individuation (empathize more with “specific victims” than disadvantaged groups) • Replacing stereotypical responses with positive, non-stereotypical examples • Increasing opportunities for contact The aimed was to make it safe to talk about mental illness, by reframing it: not “sick people” but “resilient Singaporeans.” As they respond positively to stories of individual resilience, of people navigating through hardship on their way to business success. The campaign taps this ethos to tell People with Mental Health Condition's (PMHC) own stories of personal resilience.

Describe the strategy

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”.

Describe the execution

Prior NCSS campaigns had focused on PMHCs themselves and directing them to appropriate treatment – hence, no “previous year” spending against this message. Paid media was planned to reach Singaporeans aged 18-49 for 2 months, starting 24th August 2018. Media insights led us to focus on: • Video: YouTube, additional networks and even Cinema to extend our reach • Paid social: FB/IG to engage while building the fan/follower base • OOH: high-traffic MRT stations, 6-sheet panels and digital screens at bus stops, buses plying key routes • Engaging content partnerships with popular social publishers to extend our reach amongst the most potentially “talkative"

List the results

Pre-and post-campaign research conducted by Ipsos and Unruly proves that Beyond The Label surpassed all its targets, delivering significant positive shifts in Singaporeans' knowledge, attitudes and behavior vis-à-vis PMHCs. Got noticed. Campaign awareness reached 66%, driven largely by the Social Experiment Video, beating the target by 65%. Built empathy. Made Singaporeans “feel differently about” (+88%), “realize something new about” (+78%) and “feel emotionally more connected to” (+76%) PMHCs. Drove double-digit increases on “more resilient than I thought” and “can contribute as much as other employees.” Inspired change. Significantly improved willingness to “hire”, “work with” and “live near”, and decreased discomfort “interacting with”, PMHCs – the smallest change was 3x the target level. The Social Experiment Video garnered enough views to make it Singapore’s top YouTube ad for the 2nd half of 2018, beating (among others) iPhone’s XS launch ad. And 61 major employers pledged their commitment to PMHCs’ cause.

Links

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