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.