Mutant Wins PR Mandate For Singapore's Beyond The Label
Mutant has been appointed public relations partner for Beyond the Label, the nationwide Singapore movement working against mental health stigma and for the social inclusion of people living with mental health conditions.
- Agency: Mutant
- Client: Beyond the Label, a nationwide movement in Singapore
- Scope: strategic communications counsel and earned media relations
- Workgroups covered: carers, children and youth, seniors, and the workplace
- Also included: PR strategy for public education campaigns, plus issues and crisis communications
What The Beyond The Label Mandate Covers
Mutant will deliver strategic communications counsel and manage earned media relations across the movement's workgroups, which are organised around carers, children and youth, seniors, and the workplace. Beyond that, the agency will design PR strategies for public education campaigns, handle issues and crisis communications as required, and work on the movement's reputation and visibility across Singapore.
Splitting the work by workgroup rather than by channel is the notable structural choice. A carer, a teenager and an employer encounter stigma in different rooms, and the media that reach them do not overlap much.
Why Awareness Is Not The Brief
Because the client has explicitly said it is not enough. Andrea Chan, Beyond the Label representative and group head of TOUCH Counselling and Psychological Services, put the distinction plainly. "Addressing mental health stigma requires more than raising awareness," Chan said. "It means helping people understand how stigma is experienced and giving them the confidence and practical knowledge to seek help or support those around them."
That is a harder brief than visibility, and it moves the measure of success from reach to behaviour. Lina Marican, regional managing director at Mutant, described the agency's job as translation. "Our role is to translate a complex and deeply personal issue into stories that people can recognise themselves in, which can help shift both attitudes and behaviours," she said. More industry news.
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