Beyond The Label
A powerful movement launched to raise awareness of the stigma associated with mental health conditions.
The Challenge
In Singapore, people with mental health conditions face stigma every day. Deep-seated biases — often unconscious — shape how society perceives and treats them.
The National Council of Social Service wanted to challenge these perceptions and encourage Singaporeans to become more supportive and inclusive.
The Idea
To expose hidden biases, we designed a social experiment that confronted Singaporeans with their own implicit assumptions about people with mental health conditions.
By reframing the conversation from “mental illness” to “resilience, humanity and dignity”, the campaign invited people to look beyond diagnoses and see individuals for who they truly are.
A carefully designed social experiment revealed how quickly people form judgments, and how those assumptions often contradict their stated beliefs about inclusivity.