McCann and NCSS team up to fight mental health stigma in Singapore

McCann Worldgroup Singapore is working with the National Council of Social Service to release what they say is the first nationwide mental health anti-stigma campaign.

Officially announced during World Mental Health month, the campaign was created in response to an NCSS study last year which found that seven in 10 adults believe persons with mental health conditions experience stigma and discrimination.

The ‘Beyond the Label’ movement was created by five people recovering from mental health conditions serving as campaign ambassadors.

As part of the campaign, McCann, NCSS and two ambassadors staged a social experiment session to understand popular perceptions, stereotypes and negative attitudes facing those in recovery. The video was posted on Facebook last month.

NCSS, McCann, IPG Mediabrands have launched a Facebook community page for the movement along with a ‘wearable’ for mental health advocates and KOLs to show solidarity

“What was first a task to generate greater conversations around this rarely talked-about issue in society has become something more for the agency and team working with NCSS,” said Alfred Wee, creative director with McCann Worldgroup Singapore. “The movement has opened our minds and touched our hearts, and we hope that the public will recognize the importance of their role to people recovering from their mental health conditions.”