Singapore is witnessing a rise in mental health issues, particularly among younger adults aged 18 to 29, with a recent Ministry of Health survey indicating a 25.3 percent rate of poor mental health in this demographic. In response, the 5th Mental Health Film Festival Singapore (MHFFS) aims to foster awareness and acceptance of mental wellness through a collaborative campaign with agencies including Blak Labs, InstaMedia Labs, Upcycle Communications, Moove Media, and Plan B.
Scheduled for November 7-10, 2024, the festival will kick off with an innovative “Tickets for Your Thoughts” campaign, featuring outdoor ads at major MRT stations and thought-provoking messages that encourage dialogue about mental health. Dr. Jade Kua, Chairperson of MHFFS, emphasized the festival’s mission to challenge perceptions using the medium of film.
Blak Labs’ Co-founder Charlie Blower noted the importance of addressing critical issues like social isolation and mental illness through engaging content. The campaign includes provocative messaging designed to inspire change, such as, “It’s rude to stare at people with mental illness. Except when they’re on the big screen.”
Creative Partner Hwee Peng Koh added that the goal is to normalize conversations around mental health beyond designated days like World Mental Health Day. As a demonstration of their commitment, the participating agencies will close their offices on October 10 to recognize the significance of mental wellness.
The campaign officially launched on September 8, with ticket sales beginning on September 19, 2024.
Related Topics:
