Beyond the Label
A social experiment for NCSS
Society has highly stereotypical views towards mental health conditions, and this is exacerbated by media reports that often link mental illness with violence or portray people with mental health conditions as dangerous, unstable individuals.
This couldn’t be further from the truth.
So we conducted a social experiment to help Singaporeans recognise their deeply embedded prejudices and stereotypes towards people with mental health conditions.
To build both empathy & knowledge, the campaign focused on 5 persons in recovery, personifying the most common conditions and representing different facets of society.
These ambassadors proudly articulate their quiet strength and resilience as a rallying symbol for Singapore to start a conversation around the stigma.
