Health Promotion Board

Yin Wuan Chang, Deputy Director
Adeline Ng, Assistant Director
Christine Ng, Senior Manager

Publicis Singapore *Lead Agency

Arielle Brustein, Planning Director
Joyce Wong, General Manager
Beryl Chua, Account Director
Amabel Pai, Senior Account Executive
Adrian Yeap, Executive Creative Director
Parth Gadhia, Associate Creative Director
Khoon Kiat Liong, Creative Director
Glen Foong, Junior Copywriter
Phoebe Ting, Junior art director
Eddie Sim, Art director
Jerry Tan, Art Director
Jared Kang, Head of Art

Starcom Worldwide *Lead Agency

Singaporean youths are experiencing a mental health crisis, and are not reaching out for help when in mental distress. We set out to encourage youths to reframe the potential outcomes of reaching out to perceive them more positively, and made them realize ‘reaching out is less daunting than we imagine’. Youth-led stories were developed and brought to life in digital and real-life actual youth-frequented places. It brought us a step closer to normalizing the act of reaching out, while increasing awareness on the avenues of mental health services.