THE PROBLEM

One of the largest challenges surrounding mental health issues is their invisibility. The discrepancy between appearances and reality can lead to feelings of isolation, as if their experiences aren’t normal and their pain isn’t valid.

What’s more, Singapore is no stranger to ‘saving face’, ie: preserving one’s reputation to avoid humiliation. Singaporeans with mental health conditions may avoid sharing or seeking help due to shame and fear of rejection and retaliation on personal, professional, and societal levels.

THE SOLUTION

Mental health stigma stems from lack of education and exposure, but neither can happen in shame and silence.

To overcome this, we’ll visualise these invisible struggles and create a safe space to empower people to voicing their struggles without jeopardising the security in their anonymity — providing the people with credible resources and helping them find community with like-minded individuals so they know they’re not alone.

Introducing MASK US ANYTHING — an idea that visualises invisible struggles by offering security in anonymity. Leveraging the popular ‘ask me anything’ social media trend, this AR mask filter serves as the first step for people to share their struggles and seek help, followed by a detailed user journey that leads them to access professional mental health services and education, as well as support and belonging in community.

CAMPAIGN FLOW

1. Target communications to reach those struggling with mental health at key moments in their online activity

2. Validate their lived experiences and protect their anonymity by visualising their struggles with an AR mask filter

3. Start conversations about mental health and spread awareness of Club HEAL’s services through viral duets on Instagram and TikTok

4. Build and sustain advocacy and support through WhatsApp Communities, utilising its features to increase fundraising efforts, connect people on similar mental health journeys, and more

Online anonymity has always been synonymous with negative connotations. But we creatively used online anonymity to our advantage by:

- empower people to open up about mental health issues.

- ease the first steps of reaching out and seeking help.

- aid others in finding community and security.

We create an anonymous safe space on Club HEAL website for people seek solace and advice from seasoned professionals.

This user-generated content is used to create viral videos to normalise and start social conversations about mental health.

Finally, we use Whatsapp to build an active, positive community and sustain conversations.