We created MentalH20ealth (read as H20 for Mental Health) – a bottled water with educational wrap-around labels featuring information on mental health conditions and avenues for professional support. In the process, we will turn the folk remedy advice, 'drink more water' into actionable guidance, and a tool for Singaporeans to access professional mental health care.

The idea also serves as an innovative way to raise funds for Club HEAL’s programmes, by offering potential donors the opportunity to donate, in return for an everyday consumer product.

Hijack a common folk remedy advice typically given to 25–45-year-old Singaporeans regarding mental health issues. Our goal: stir controversy and spark dialogue. Then, flip it on its head to reveal the true message of our campaign, and encourage Singaporeans to purchase our products as a form of donation.

The campaign begins exactly one week before World Mental Health Day (10th October). Collaborating with prominent mental health influencers to “advocate” the folk remedy advice of drinking water for mental health issues, we aim to spark controversy and conversation around our new bottled water.

On 10th October, we will officially launch MentalH20ealth, with the hashtag #H20ForMentalHealth, revealing the true nature of our campaign – hijack the advice of drinking water for mental health issues to educate Singaporeans on mental health and guide them to Club HEAL. This will be done through press releases, social media, e-commerce platforms and brick-and-and mortar stores.

The reveal will be supported by the same group of mental health influencers, along with a series of social posts introducing our MentalH20ealth water bottles.

All proceeds from the sale of MentalH20ealth bottled water and water bottles will serve as donations to Club HEAL’s programmes