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’s National Council on Social Services (NCSS) has a noble mission: “compassionate society, impactful sector, dignified lives.” But for Singaporeans with mental health conditions, the neighbours are far from compassionate, life’s anything but dignified, the very topic’s a cultural taboo –and advertising isn’t an obvious solution. Yet by harnessing the power of proven reframing techniques, this campaign drove significant positive shifts in Singaporeans’ empathy for and inclusion of people with mental health conditions. “Beyond The Label” created impact far beyond the campaign period and restored dignity to thousands.