Mental health is increasingly recognised as a priority. In Singapore, where it is impacting individuals, communities, and government policy, the challenges that youths and young working adults between 18 and 35 years face with mental health are particularly urgent. A recent study commissioned by the Agency for Integrated Care (AIC) showed that 90% of youths have experienced a mental health challenge in the past 12 months but more than half are not even considering seeking support.
Young people don’t respond well to be told what to do or how to do it. They’re not easy to reach with traditional advertising. So AIC and agency partner, Secret Little Agency, created REAL, an initiative that de-stigmatises mental health discussions and offers tailored mental health support specifically for Singapore’s youth. The campaign, that launched with a series of playful activations, aims to overcome a common mental barrier among youth – the tendency to minimise their mental health struggles and gaslight themselves out of seeking the support they need.
The vibrant, large-scale out-of-home installations were set up in key locations throughout Singapore, including Raffles Place, Bugis Plus, and Singapore Polytechnic. Each installation represents “larger-than-life” emotions, portraying how overwhelming mental health struggles can feel. REAL’s brand world introduces characters that embody complex emotions.
To complement the installations, the campaign includes out-of-home placements in bus stops and central business district areas with contextual and evocative messages centred relatable to young people. Digital ads on social media and YouTube use “skippable” formats to tell youths – cheekily – that while they can skip or ignore these ads, they cannot do the same with their emotions. Through partnerships with local youths’ favourites, such as PlayMade bubble tea, and tactical media buys with Cups Media in tertiary institutions, REAL’s message is also extended through creative sticker packs and branded cups, helping to meet youths where they are—in familiar, casual environments.
Finally, the campaign includes a short film, Burnout, produced in collaboration with Zhao Wei Films, and directed by award-winning Singaporean director and writer, Nicole Midori Woodford. It tells a relatable story of how young people try to suppress their anxieties only to watch in horror as instead of going away, the worries only seem to grow out of control. The three-minute short film launched at the 5th Edition Mental Health Film Festival Singapore, November 7 -10 2024, bringing to life the purpose and ambition of REAL.
“As mental health continues to impact the lives of youths and young working adults, it’s clear that addressing this challenge requires more than traditional approaches,” stated See Yen Theng, chief of the caregiving and community mental health division at AIC. “REAL represents a shift towards engaging youths and young working adults as we provide the support they need in ways that are accessible, validating, and empathetic. Our goal is for them to know they are not alone, and that their mental well-being matters. While recognising their needs, we also offer a wayfinding tool to find nearby community mental health services.”
Nicholas Ye & Mavis Neo, co-chief creative officers, The Secret Little Agency, added, “With REAL, we wanted to break down the idea that one needs to look or act a certain way to ‘deserve’ help. In a world where mental health is often portrayed in visually homogenous ways, we took a contemporary approach with unique illustrations to portray the very real and complicated emotions and struggles that words or photos often cannot portray. By focusing on highly contextual placements, modern and varied relatable content that are deeply culturally resonant of mental health struggles in today’s society, REAL offers a way for young people to connect with support systems meaningfully. We’re here to meet them where they are at and show them they’re not alone in what they feel.”
The campaign runs until December 23.
