This campaign for the Mental Health Film Festival Singapore used a bold design approach to raise awareness about mental health in Asian societies, where such issues are often kept hidden.

By overlaying brain scans onto cinema seating plans, we created visually striking and thought-provoking posters that grabbed attention immediately.

The design evoked an emotional response, encouraging audiences to rethink mental health issues through the medium of film.

The campaign included digital banners, social media posts, WhatsApp blasts, website updates, EDMs, event flyers, and posters, all aimed at increasing awareness, sparking discussion, and driving early ticket sales.

The campaign successfully resonated with film enthusiasts, caregivers, healthcare professionals, and mental health organisations, reaching thousands of Singaporeans and impacting their views on mental health.

It positioned the festival as a thought leader in the space, helping reduce the stigma around mental illness and promoting mental well-being through film.

The pre-awareness efforts drove engagement and set the stage for strong early ticket bookings for the festival that will start in November 2024.