Today, 1 in 7 Singaporeans report having poor mental health. Suicide rates are reported to be the highest in recent years, with a particular age group being most impacted - the youth.

To launch the campaign, we created an interactive digital video, featuring a candid conversation between two friends. For the first time on YouTube, users could choose to peek at the inner thoughts of the protagonists by turning on the 'Closed Captions' feature - helping bring awareness to the distress that is caused by ineffective support.

Today, 1 in 7 Singaporeans report having poor mental health. Targeting this alarming trend, the Health Promotion Board turned its attention to supporters, in a bid to create stronger and more effective support systems for those struggling, by imploring them to ask themselves: are we giving the right support?

It made sense to put it in the only place to have subtitles-on-demand - YouTube. With the option to turn on 'Closed Captions', viewers are able to toggle a native YouTube function to peek into the minds of our protagonists.

The film had a completion rate of 40%, and about 70% of viewers stayed till the inner thoughts of our character in distress appeared.