According to a study, Singaporeans tend to neglect their mental health as compared to their physical health. Why is that? One of the reasons is that unlike physical health, mental health conditions are not visible. This makes it difficult to recognize one's condition, which can lead to stigmas around people suffering from mental health issues.

To solve this problem, we suggest digital campaign 'HIDDEN SIGNS', which leverages people's online behavior of searching their symptoms into an opportunity to inform about hidden signs of mental health issues. We present them in a form of 'hidden messages' through faint letters, to convey our message that even if some conditions are not immediately visible, paying a little attention can help recognize one’s own or someone else’s mental health.

This intriguing strategy will stand out on the familiar search interface and will peak the interest of the users, going viral on social media. Furthermore, Club HEAL can publish similar visual content on the official account to encourage donations. This campaign can be continued in various ways in media such as OOH advertising, by utilizing QR codes.

Moreover, as Google is a search engine used by the majority of Singapore's population, this campaign can reach a wider audience of Singaporeans aged 18-60.