The Agency for Integrated Care (AIC), an independent corporate entity working to develop the community care sector, launched Singapore’s first mental health initiative tailored for youths (aged 18-35).
Partnering with creative firm The Secret Little Agency (TSLA), "REAL" seeks to break barriers to mental health support, with studies showing that while 90% of youths have faced mental health challenges, more than half hesitate to seek help.
The REAL campaign is designed to validate youth experiences, counter self-minimization of mental struggles, and foster a safe, empathetic space for support.
The initiative includes a wayfinding tool to connect users with nearby mental health services.
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To resonate with younger audiences, REAL’s messaging employs culturally relevant, visually striking illustrations that convey complex emotions.
TSLA co-creative officers Nicholas Ye and Mavis Neo expounded more about what the campaign aims to achieve in a press release:
“Our campaign challenges the notion that people must ‘look a certain way’ to deserve help, using modern, relatable content to meet youths where they are.”
REAL features large-scale installations at key locations like Bugis Plus and Singapore Polytechnic, portraying emotions in an overwhelming yet relatable way.
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The campaign includes creative out-of-home ads, social media content, and partnerships with youth-centric brands like PlayMade bubble tea, ensuring the message reaches young people in familiar and casual environments.
Running until December 23, REAL aims to make mental health discussions a norm for Singapore’s youth.
It is a prime example of purpose-driven branding, where the campaign goes beyond marketing to create a meaningful impact.
Creativity Brings Mental Health Awareness to Life
A highlight of REAL is "Burnout," a short film produced by Zhao Wei Films and directed by award-winning Singaporean filmmaker Nicole Midori Woodford.
The three-minute short film begins with Jamie, an office worker staying late in a dark office with a small flame named Fyre, accompanying her and symbolizing her growing anxiety.
As Jamie arrives at work, she faces a series of stressful moments — overwhelming deadlines, a barrage of emails, and angry feedback from her boss.
Jamie eventually turns things around and learns to manage her anxiety at work.
The film closes by showing that even her coworkers who do their best have their own struggles at work, emphasizing that she is not alone, and so are you.
Brands and agencies continue to work together to raise awareness about their chosen advocacies.
Previously, Dentsu Italy launched a similar campaign with Agedo to start discussions on the issues involving the LGBTQI+ community beyond Pride Month.
