National Council of Social Service

McCann Worldgroup Singapore *Lead Agency

Alfred Wee - Creative Director Adrian Loo - Senior Art Director Preet Kaur - Copywriter Clayton Lai - Film Director / Editor / Photographer Fathrul Fazakir - Group Account Director Natalie Oh - Senior Account Manager Clarissa Choo - Account Executive Darren Soong - Digital Imaging Xinyi Lim - Junior Art Director Judd Labarthe - Strategic Planning Director

UM Singapore

Ogilvy Singapore

Singapore has a long history of lecture-y government campaigns aimed at changing behaviour: speak better English; ride escalators properly; stop spitting in elevators, etc. For the first campaign aimed at getting Singaporeans to be more supportive of people with mental health conditions, a different approach was needed. Instead of telling people what to do, “Beyond The Label” powerfully reveals the negative impacts of the behaviour that needs changing. This drove significant positive shifts in Singaporeans’ inclusion of people with mental health conditions and created impact well beyond the campaign period.