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Mental health issues in Singapore are on the rise, with a 2022 survey by Ministry of Health revealing that  In a post-Covid society where loneliness, anxiety and work-life balance are at the fore of daily life, advocates and allies need to drive awareness, conversation and acceptance around mental health and wellness.

To break this silence, the 5th Mental Health Film Festival Singapore (MHFFS) joined hands with like-minded agencies Blak Labs, its sister media agency InstaMedia Labs, PR agency partner Upcycle Communications and media owners Moove Media and Plan B to promote the festival taking place 7-10 November 2024, including a compelling pre-event OOH and digital campaign “Tickets for Your Thoughts” which leverages the power of film with thought-provoking copy framed as movie tickets to challenge perceptions of mental health.

The integrated communications campaign for MHFFS 2024 includes outdoor supersites at busy MRT stations such as Outram, Bugis, Woodleigh, and Beauty World featuring key messages and select clips of the six international feature films involved in the festival. A paid digital campaign by InstaMedia Labs will support Upcycle’s targeted media relations and influencer outreach commencing mid-September through mid-November.

“Both films and advertising offer a powerful space to confront difficult topics,” says Dr Jade Kua, chairperson of MHFFS. “It’s heartening to have the support of generous agency partners to help us raise mental health awareness through the power of film. This year’s campaign is supercharging our efforts to open minds and start conversations.”

“We wanted to get the message across that there’s a way to speak positively about mental health and well-being. The festival and the campaign pushes on important issues ranging from social isolation, mental illness and ageing, and how our society responds to them. With provocative copy that’s clever and just shocking enough – “It’s rude to stare at people with mental illness. Except when they’re on the big screen” – we are looking to inspire changes in perception and behaviour amongst Singaporeans, while also providing a strong call to action to book tickets and watch the films,” said Charlie Blower, co-founder and managing partner of Blak Labs.

“The goal was to normalise conversations around mental health and make it something we see and talk about every day – not just on World Mental Health Day or during the festival,” said Hwee Peng Koh, creative partner at Blak Labs. “By projecting these messages on cinema tickets and into everyday spaces like Outram Park MRT, we’re asking people to reflect on mental health in a new and impactful way.”

The agencies are supporting the festival on a pro-bono basis. As part of the agencies’ collective belief in and support for mental health awareness, offices will be closed on 10 October, which is World Mental Health Day, to acknowledge how mental wellness is important for us all and that mental health touches everyone's lives. Agency teams will have special access to the films on the big screen ahead of the festival in order to inspire creativity, enhance pitching with first-hand knowledge and start to drive buzz and talkability for the festival within the teams’ personal circles and networks.