CAMPAIGN INSIGHT
Mental health stigma in many Asian societies leads to diminished self-worth
and entrenched misconceptions. Society struggles to see beyond the label
of mental illness, often overlooking the person beneath the condition.
RATIONALE
The concept of “face” in Singaporean and Asian cultures represents dignity,
social standing, and respect. Losing “face” means losing one’s identity and status.
VISUAL CONCEPT
We’ll use “face” to symbolize the identity lost to stigma. Initially distorted
or incomplete, the faces gradually restore, reclaiming dignity and encouraging society to look beyond the label and see the person fully.
Client
Club Heal
Agency
VML
Year
2024
Award
Young Spikes, Silver, PR
Art Director
Rhonda Wong
Art Director
Shalom Lim
We'll create a filter to blur users' faces, symbolizing society's struggle to see beyond mental health conditions. This visual representation aims to
show that behind these issues is still a person
with emotions, just like anyone else.
We've enlisted DPM Lawrence Wong, an openly passionate mental health advocate, to lead the movement, given his ability to connect with people from all walks of life.
SOCIAL LAUNCH
2026 Effies Youth Marketing: Products Gold
2026 Effies David vs. Goliath Silver
2026 PHNX Film: Animation Silver
The microsite serves as the main CTA, inviting users to donate and gradually reveal the blurred faces, while providing donation options and information on Club Heal’s programmes.
EXECUTION (ONLINE)
Dynamic OOH ads featuring blurred faces in social scenes that sharpen instantly when users donate. QR codes drive to the microsite, with the campaign adaptable across multiple media channels.
EXECUTION (PRINT + DIGITAL)
PR HEADLINE
Blurring prominent iconic statues across Singapore can help spark intrigue and drive momentum for our movement.
PR STUNT
