Leveraging Singaporeans' inbuilt cultural personality traits, which are Kiasu (the fear of losing), the Kampung spirit (taking care of each other as one would in a village) and their ability to thrive in unity in diversity, in order to give new meaning to the identity of being a Singaporean. We hope to make the social inclusion of people with mental health issues a key part of what makes one a Singaporean, thereby creating a behavioural shift in the society.

Instead of looking at the problem of mental health stigma in a broader perspective we narrowed it down to cultural insights of what makes one a Singaporean and use that to make them realise that helping each other through the shared journey of mental health is part of what makes them who they are. We decided to use Singpass as our first touchpoint as it is every Singaporeans' digital identity therefore their digital link to what makes them Singaporean.