Award: Gold
Award Year: 2025
Category: Non-Profit
Executive Summary
As the “gaslit generation”, Singaporean youths have internalised the national rhetoric that young people are simply less resilient, often being called strawberries by the older generation. So, they’ve learned to talk themselves out seeking support, believing their problems are not “real” enough to deserve care. REAL was created and subsequently launched to un-gaslight the youth, unafraid to call their problems valid and deserving of support.
Through REAL’s efforts, we saw a significant drop in youth’s perceived stigma around seeking mental health support, pushing youths closer to resources in their community.
Lead Agency
The Secret Little Agency
Eunice Tan, Group CEO
Vanessa Chua, Mother (Account Manager)
Li Ting Ng, Business Director
OMD
Aini Jurami, Media Manager
Zhao Wei Films
Darryl Yeo, Producer
Client
Eva Lim, Director, Integrated Communications and Marketing
Cheryl Toh, Assistant Manager, Integrated Communications and Marketing