Beyond the Label: Mental Health Public Education

The National Council of Social Service (NCSS), a social services organisation, changed public opinion regarding people with mental health issues in Singapore thanks to its social campaign.

Campaign Details

Brand: Beyond the LabelAdvertiser: National Council of Social ServiceAgency: McCann WorldgroupCountry: Singapore

Campaign objectives & challenges


According to research by IMH, 1 in 7 Singaporeans will experience a mental health condition in their lifetime, up from the 1 in 8 identified 6 years ago.

To better understand the quality of life for people with mental health conditions (PMHCs), the National Council of Social Service (NCSS) surveyed the nation and discovered some heart-breaking findings:

  • More than 50% admitted having feelings of prejudice towards PMHCs;
  • 1 in 2 said PMHCs "should not...
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