There is little doubt that McDonald’s serves a number of purposes in young people’s lives. It’s cheap food (meals, snacks and treats), a place to hang out (a social hub), provides competitions and other promotions to play with, is open late at night. In Singapore right now, it’s also the centre of resources for mental health in a campaign produced and led by PR agency, Golin.
The initiative, Loving Me, follows a recent study from the Institute of Mental Health (IMH) revealing that one in three young people aged between 15 and 35 years in Singapore have experienced severe symptoms of depression, anxiety and/or stress. It includes:
The Lovin’ Me music video:
The centre of the initiative, that aims to support young people’s wellbeing by building self-love, acceptance and resilience, is a song called Lovin’ Me, with relatable lyrics and chart-potential that encourages young people to value their uniqueness and reassures them that it is Ok not to be OK. The track is led by Singaporean singer-songwriter, Haneri (Daphn Khoo), and features rising talents, WhyLKucas (Lucas Yong) and Layyi (Esther Lo).
Lovin’ Me Conversations podcast:
In November, Haneri will host the Lovin’ Me Conversations, a podcast series, that will feature mental health advocates and experts discussing key issues impacting youth today, providing actionable insights and helping to normalise mental health conversations.
The Lovin’ Me Playbook:
This tailored toolkit takes into consideration that everyone’s mental wellness journey is unique. It includes a curated selection of mental health resources and shareable messages to spread awareness and is designed to be a one-stop digital guide designed to meet youth wherever they are on their mental wellness journey, equipping them with the tools they need for self-care or supporting a friend in need.
Lovin’ Me Reminders:
To keep the spirit of self-love alive, McDonald’s’ Lovin’ Me reminders feature uplifting illustrations and lyrics from the anthem. Sticker sheets will be available as digital downloads, for both laptops and mobile devices. The simple reminders aim to help young people practise self-love, wherever they are, whenever they need it.
To make sure that the initiative resonates with young people, it has been shaped by insights gathered from youth focus groups. The concept emerged during The Media Challenge 2024, an annual inter-student competition organised by Republic Polytechnic’s School of Business and the Diploma in Mass Communication. The competition brought together participants from various secondary schools to tackle a brief centred on promoting youth mental wellness in Singapore.
The initiative builds on the success of last year’s Feelings Cards, that helped younger children articulate their emotions.
