While many individuals still perceive mental health issues as distant concerns, the truth is that approximately 1 in 5 Singaporeans face these challenges. This statistic hits close to home, emphasizing the importance of addressing mental health with empathy and understanding. With this, we encourage everyone to embrace kindness, offering the empathy and support we all deserve.

We landed on the big idea of “Tomorrow, It Could Be You”. Letting Club HEAL assist you in bringing the change you want to see in the world. Whether you are giving support or receiving help, you could be the one at either end of the spectrum. What matters is keeping the cycle of kindness going.

Our objective with this campaign is to educate our audience about mental health and to engage with them by establishing genuine human connections, ultimately working towards destigmatizing mental health issues.

Our strategy focuses on individuals aged 25 to 45, particularly those passionate about mental health advocacy and corporate social responsibility. We plan to engage them through a blend of traditional and digital media channels, such as newspapers, magazines, online publications, social media platforms, and podcasts.

Our approach centers on crafting compelling storytelling content that resonates with our target demographic, emphasizing the significance of mental health awareness and support. We will customize our messaging to address their specific concerns and interests, ensuring maximum relevance and engagement.

By employing strategic planning and maintaining consistent messaging, our goal is to raise awareness about mental health issues in everyday life, counter negative perceptions, and garner support for Club HEAL's programs.

In October, coinciding with World Mental Health Day on the 10th, we'll roll out our campaign through an announcement release while pitching for spokesperson interviews to create thought leadership coverage while educating our audience about Club HEAL.

Simultaneously, we'll launch three brand collaborations across three different industries that’s accessible in daily life: Virgin Active, a wellness haven; Tipsy Collective, a locally founded F&B company; and the National Galleries. Each collaboration aims to create tangible engagement in the community and provide opportunities for the masses to discuss mental health issues to reshape Singaporeans' views on the topic.

On the digital front, we're collaborating with artists to create various forms of digital art that align with our campaign message, aiming to raise awareness and funds for mental health. Subsequently, we'll organize an auction to raise funds, with the artworks serving as catalysts for meaningful conversations and action toward destigmatizing mental health.