Collaborating with the most used music app in Singapore— Spotify, we would like to express our feelings using song lyrics in the name of ‘Sing Your Feeling’ campaign.

‘Sing Your Feeling’ is a 30-day challenge will be held in Spotify to invite people to share the lyrics of your favorite song that represent various emotions in your daily life. In a way, this is the very first and easiest step in expressing how you feel with the help of music.

This challenge will alleviate the stigma towards the people who needs mental health recovery, and encourage people to share and embrace different feelings.

Why Spotify?

Music is probably the softest and easiest way to express your emotions while building your own taste.

Personalized Recommendation - easy to find, categorize, and listen to music suggested by detailed algorithm.

Emotional Advertising - built under strong community around the service, Spotify adapts to distinctive music culture and taste internationally.

Subscription Marketing

When someone donates 10.98 SGD to ClubHEAL, they are given a promotion code to receive one month free subscription from Spotify along with a 30-day ‘Sing Your Feeling’ challenge event to share your favorite song that represent the various emotions in our daily life.

STEP 1 - ‘Sing Your Feeling’ Promotion

Spotify releases the ‘Sing Your Feeling’ ad on September 10th, World Suicide Prevention Day, inviting users to participate in the challenge and receive a promotion.The user sees the promotional banner in Spotify with the condition of donating 10.98 SGD to ClubHEAL, they will receive a one-month-free promotional code to Spotify membership.

STEP 2 - 30-Day Challenge

Each day for a month, Spotify asks the user to suggest one line of lyric from a song that makes them feel a certain emotion.

STEP 3 - ‘Sing Your Feeling’ Wrapped

On the October 10th of World Mental Health Day, Spotify releases the ‘Sing Your Feeling’ Wrapped digital campaign with massive collected data. These data will help ClubHEAL to raise awareness in taking care of mental health conditions of Singapore.

STEP 4- Viral

The viral PR campaign successfully created a buzz to raise awareness of the importance of mental health care.