That Ain't it Chad

This campaign addresses the challenge of stigmatisation and the reluctance to discuss mental health openly in Singapore. The issue is exacerbated by the media's tendency to romanticize mental health in pop culture, contributing to the stigma surrounding mental illness. In response, this industry-led educational project, guided by Mullenlowe, aims to use entertainment as a means of education to promote open and constructive conversations about mental health.

• Brand Campaign
• Industry Assignment
• Collaborative Project
• Creative Stratergy

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Process

The campaign's process primarily revolved around identifying the right insight statements and objectives. While execution played a crucial role, the main emphasis was placed on gathering observations and insights through group discussions and consultations. These insights were instrumental in formulating the campaign's insight statement, ensuring alignment with the campaign's goals.