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Putting a plaster on Singapore’s deepest wound.
More than one person commits suicide in Singapore every day. Research shows that the first step to preventing suicide is to talk about it. However, most people in Singapore shy away from the topic, or don’t even know how to broach the subject.

We knew we had to do something to get people talking. But here's the catch: we only had a budget of $10,000.

So we created a simple black plaster. Just as you would ask someone wearing a plaster if they were alright, the black plaster served as the perfect conversation starter. Worn on the inner wrist, it simply asks, “How are you?” We distributed 50,000 plasters to everyone on World Suicide Prevention Day, and encouraged them to post a photo using #howru to spread the message and amplify our reach.

Awards

2015 Cristal Festival | Best use of influencer | Corporate & PR

2015 Creative Circle Awards (The Gong Show) | Silver | Integrated Campaign

2015 Creative Circle Awards (The Gong Show) | Bronze | Direct Mail

2015 Creative Circle Awards (The Gong Show) | Bronze | Promo & Activation

2015 Creative Circle Awards (The Gong Show) | Bronze | Outdoor & Poster

2016 Mumbrella Awards | Pro Bono Campaign of the Year