The Secret Little Agency + AIC launch Singaporean youth-targeted mental health campaign

November 19 2024, 8:43 am | BY Adam Shaw | No Comments

Mental health is increasingly recognised as a national priority in Singapore, impacting individuals, communities, and government policy. The challenges that youths and young working adults between 18 and 35 years face with mental health are particularly urgent, as seen in a recent study commissioned by the Agency for Integrated Care (AIC) where 90% of youths have experienced a mental health challenge in the past 12 months but more than half are not even considering seeking support. Recognising this, AIC has launched REAL—a pioneering initiative to offer tailored mental health support specifically for Singapore’s youth. REAL aims to destigmatise mental health discussions and create accessible, approachable pathways of support.

A campaign built in partnership with The Secret Little Agency, REAL was developed to address a common mental barrier among youth: the tendency to minimise their mental health struggles and gaslight themselves out of seeking the support they need. The brand’s mission is to validate young people’s experiences, help them recognise their struggles for what they are, and empower them to take action and normalise seeking help. REAL’s tone of voice and messaging have been crafted to connect deeply with youth, fostering a supportive space where they feel seen, heard, and understood.

“As mental health continues to impact the lives of youths and young working adults, it’s clear that addressing this challenge requires more than traditional approaches,” said Ms See Yen Theng, Chief of the Caregiving and Community Mental Health Division at AIC. “REAL represents a shift towards engaging youths and young working adults as we provide the support they need in ways that are accessible, validating, and empathetic. Our goal is for them to know they are not alone, and that their mental well-being matters. While recognising their needs, we also offer a wayfinding tool to find nearby community mental health services.”

Nicholas Ye & Mavis Neo, Co-Chief Creative Officers, The Secret Little Agency, said: “With REAL, we wanted to break down the idea that one needs to look or act a certain way to ‘deserve’ help. In a world where mental health is often portrayed in visually homogenous ways, we took a contemporary approach with unique illustrations to portray the very real and complicated emotions and struggles that words or photos often cannot portray.

“By focusing on highly contextual placements, modern and varied relatable content that are deeply culturally resonant of mental health struggles in today’s society, REAL offers a way for young people to connect with support systems meaningfully. We’re here to meet them where they are at and show them they’re not alone in what they feel.”

The campaign launch features vibrant, large-scale out-of-home installations in key locations throughout Singapore, including Raffles Place, Bugis Plus, and Singapore Polytechnic. Each installation represents “larger-than-life” emotions, portraying how overwhelming mental health struggles can feel. REAL’s brand world introduces characters that embody complex emotions.

Complementing these installations, REAL’s campaign includes out-of-home placements in bus stops and central business district (CBD) areas with contextual yet evocative messages centered on the youth. Digital ads on social media and YouTube leverage “skippable” formats to cheekily tell youths that while they can skip or ignore these ads, they cannot do the same with their emotions. Through partnerships with local youths’ favourites like PlayMade bubble tea, and tactical media buys with Cups Media in tertiary institutions, REAL’s message is extended through creative sticker packs and branded cups, helping to meet youths where they are—in familiar, casual environments.

The campaign also includes a short film Burnout, produced in collaboration with Zhao Wei Films, and directed by award-winning Singaporean director and writer Nicole Midori Woodford. It tells a relatable story of how young people try to suppress their anxieties only to watch in horror as instead of going away, the worries only seem to grow out of control. One key character from REAL’s brand world is featured in the film, telling the story of a young intern experiencing anxiety as represented by a fire illustration named Fyre. The three-minute short film launched at the 5th Edition Mental Health Film Festival Singapore which took place 7-10 November 2024, bringing to life the purpose and ambition of REAL.