FEELING SAME SAME BUT DIFFERENT

Similar symptoms. Different illness.

When we’re feeling sick, we call ma and pa.

A call for help that’s usually met with tender love and care.

But when it comes to feeling mentally ill, they tend to lack understanding and support as many Singaporean parents see this as a taboo topic. What our parents don’t know is that the physical illnesses they take care of us for, could also be manifestations of mental illnesses – such as stomach aches, fatigue, and difficulty breathing. Club Heal will launch a digital awareness campaign educating parents on mental illnesses using familiar terms and symptoms they already know. Normalizing the conversation around it online, they’ll also learn what they could do to help their kids by encouraging early help-seeking. Through this campaign, we aim to break a parent’s mental health stigma by overcoming unfamiliarity and showing them that it is just as important as physical health.

Mental health is a taboo topic among Singaporeans most especially parents who lack an understanding of what it really is. In fact, 45% of Singaporeans aged 35-49 prioritize their physical wellbeing more than their mental wellbeing. To get these parents to take mental illness as seriously as physical illness, we made use of platforms they frequently use – their Instagram feed, Instagram live, and Facebook to raise awareness about how symptoms of familiar physical illnesses could actually be a manifestation of mental illness. Normalizing the conversation around it online, they’ll also learn what they could do to help their kids by encouraging early help-seeking. Through this campaign, we aim to break a parent’s mental health stigma by overcoming unfamiliarity and showing them that it is just as important as physical health.