National Council of Social Service: Beyond The Label

Judd Labarthe, Fathrul Fazakir

Singapore's National Council on Social Services (NCSS) ran an emotional campaign to tackle the stigma surrounding people with mental health conditions in Singapore.

Campaign details

Brand: National Council of Social Service (NCSS)Brand owner: National Council of Social Service (NCSS)Lead agency: McCann Worldgroup SingaporeContributing agencies: Ogilvy Singapore, IPG Mediabrands (UM), IPG Mediabrands (Reprise)Country: SingaporeIndustries: Government, Social policyMedia channels: Cinema, Online video, Outdoor, out-of-home, Social media, Websites & micrositesBudget: 500k - 1 million

Executive summary

In sleek, successful Singapore, people with mental health conditions feel excluded, stigmatised, cut off from the rising tide that's lifted this city-state to global-icon status.

And it's not just popular misperceptions, negative stereotypes and other...

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