The mental health crisis among young people in Singapore has escalated exponentially – 1 in 3 youths aged 10 to 18 years old internalize symptoms such as depression, anxiety and loneliness.  Young people who were less likely to experience mental health issues had higher levels of resilience, perceived social support, and greater self-esteem...and having access to the right tools made all the difference. We created a safe space for youth to feel seen, heard, and uplifted, and to provide tools that empower them to embrace who they are.

We first turned the spotlight inward to champion self-love by reimagining McDonald’s iconic tagline “I’m Lovin’ it” as “Lovin’ Me” for this campaign.

1 . ‘Lovin’ Me’ Anthem – original song and music video that captures the emotional journey of youth as a powerful rallying cry.

2. ‘Lovin’ Me’ Conversations –  podcast series diving into critical issues affecting youth today, featuring discussions with mental health advocates and experts.

3.  'Lovin’ Me’ Playbook – A Mental Wellness one-stop digital guide, designed to meet youth wherever they are on their mental wellness journey

We helped youth in need: the mental wellness resource was accessed 17,000 times within 100 days

We started a movement: THREE mental health NGOs and a government agency reached out for future collaborations and partnership

We inspired and engaged youth:130+ earned media and social stories, 1.5M+ people reached,  95k engagement of Lovin’ Me anthem