The Agency for Integrated Care (AIC), in collaboration with creative agency The Secret Little Agency (TSLA), has launched Singapore’s first mental health campaign tailored specifically for youths aged 18 to 35. The initiative, called REAL, aims to break down the barriers preventing young people from seeking mental health support.
Recent studies reveal a concerning trend: while 90% of youths in Singapore have faced mental health challenges, more than half are reluctant to seek help. REAL seeks to change this by validating the experiences of young people, challenging the minimization of mental struggles, and providing a safe, empathetic space for support.
The campaign’s centerpiece is a digital wayfinding tool that directs users to nearby mental health services. To engage younger audiences, REAL uses culturally relevant and visually striking illustrations that convey complex emotions in a relatable and accessible way.
According to TSLA co-creative officers Nicholas Ye and Mavis Neo, the campaign challenges traditional ideas about who deserves mental health support. “Our campaign challenges the notion that people must ‘look a certain way’ to deserve help, using modern, relatable content to meet youths where they are,” they explained in a press release.
To increase its visibility, REAL features large-scale installations at prominent locations such as Bugis Plus and Singapore Polytechnic, where emotional themes are depicted in an overwhelming yet relatable way. The campaign also extends to creative out-of-home advertisements, social media content, and partnerships with youth-centric brands like PlayMade bubble tea, ensuring that the message reaches young people in familiar and casual environments.
Running through December 23, REAL aims to normalize conversations about mental health among Singapore’s youth. The initiative is not just a marketing campaign but a prime example of purpose-driven branding that seeks to make a lasting impact on mental health awareness.
Creativity Brings Mental Health Awareness to Life
A key component of REAL is the short film Burnout, produced by Zhao Wei Films and directed by award-winning filmmaker Nicole Midori Woodford. The three-minute film follows Jamie, an office worker overwhelmed by anxiety. As she stays late at work, a small flame named Fyre symbolizes her growing stress.
Throughout the film, Jamie navigates a series of stressful work scenarios — tight deadlines, constant emails, and angry feedback from her boss. Ultimately, she learns to manage her anxiety and realizes that she is not alone in her struggles, with her coworkers also dealing with their own challenges.
The film reinforces the message that mental health struggles are universal and that seeking help is a shared experience, a theme that resonates with REAL’s broader goal of creating a supportive environment for youth.
The REAL campaign is a powerful collaboration between brands, agencies, and community organizations to raise awareness about mental health, contributing to ongoing conversations about well-being in Singapore. This follows in the footsteps of similar campaigns, such as Dentsu Italy’s initiative with Agedo to spark discussions about LGBTQI+ issues beyond Pride Month.
Through initiatives like REAL, AIC and TSLA are helping to shift the conversation on mental health, encouraging youths to seek the support they need while also fostering a more open, empathetic society.
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