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...