Moving from adolescence to adulthood is not easy, and finding your place in the world amidst increasing social pressures can be difficult to manage. This is why more and more young people are experiencing symptoms of stress, anxiety or depression. Aware of this, since McDonald’s Singapore They have launched a content initiative with which they seek to not only be a reference for leisure, entertainment and gastronomy, but also support and help.
Thus, the campaign has been launched “Lovin’ Me”, together with the agency Golin. It was launched on October 10 on the occasion of World Mental Health Day and aims to promote self-love, mental well-being and resilience among young people through various content formats, such as music, podcasts and illustrative guides.
Thus, it has created the original song “Lovin’ Me”, designed to encourage young people to embrace their individuality. It is performed by local content creators and singers Haneri (Daphne Khoo), WhyLucas (Lucas Yong) and Layyi (Esther Lo), and highlights themes of self-acceptance and emotional resilience. It is accompanied by a music video, published on YouTube that visually reinforces these themes.
The campaign also includes a podcast series, collected under the concept “Lovin’ Me Conversations”, that will be launched in the month of November. In them, creator Haneri will speak with mental health activists and professionals and experts about key issues affecting young people today. The intention with this content is to normalize conversations about mental health and provide practical information.
Likewise, the initiative includes the so-called “Lovin’ Me Resources”, a series of resources curated to provide accompaniment, support and help to young people on mental health issues. In short, it is a series of links to information of interest, programs or resources from specialized organizations and entities, such as Mindline, Care Singapore, Youth Line or the Institute of Mental Health.
The resources are organized according to the possible needs of the users, whether they want to help and be supports for their friends, or consider that they are in immediate need of help and support. Thus, each section leads to the contacts and links available to act accordingly.
In addition, the McDonald’s campaign also offers “Lovin’ Me reminders”, a set of visual resources to remember the importance of mental health. It is made up of a collection of stickers suitable for WhatsApp and Telegram; as well as several downloadable screensavers for mobile phones.
“With ‘Lovin’ Me’ we want to create a safe space where young people feel seen, heard and encouraged. We hope to inspire a community that prioritizes mental well-being and empowers young people to embrace who they are.”, commented Benjamin Boh, Managing Director of McDonald’s Singapore, according to Campaign Asia.
The “Lovin’ Me” campaign builds on McDonald’s Singapore’s previous efforts to promote wellbeing and mental health among the country’s citizens. Last year he launched “Feeling cards”; a card game to help children identify emotions.
