Beyond the Label names new PR partner

Beyond the Label (BTL), Singapore's nationwide movement tackling mental health stigma, has appointed Mutant as its public relations partner to strengthen its communications and public education efforts.

The mandate will see Mutant lead strategic communications and earned media relations for BTL from July 2026 to March 2027, including supporting its "Carers, children and youth, seniors and workplaces" workgroups.

As part of the remit, the agency will develop PR strategies around BTL's public education campaigns and initiatives, provide issues and crisis communications support where required, and work to strengthen the movement's visibility and reputation in Singapore.

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Mutant will also work with BTL ambassadors, spokespeople and partner organisations to identify stories and perspectives aimed at making conversations around mental health more relevant and accessible to different communities.

One of the first major initiatives under the partnership will be BTL Fest 2026, which will run from 23 to 25 October at Bayfront Event Space. Mutant will lead media relations and publicity for the event, which will feature activities aimed at encouraging conversations and action around mental health.

Launched in 2018, BTL brings together stakeholders across Singapore's mental health ecosystem to raise awareness of stigma, improve understanding of mental health conditions and encourage people who need support to seek help earlier.

The movement is co-led by the National Council of Social Service (NCSS) and TOUCH Community Services. Its 2026 theme, "Mental wellness begins with all of us", focuses on the role individuals and communities can play in creating a more supportive and inclusive society.

Andrea Chan, BTL representative and group head of TOUCH Counselling & Psychological Services, said addressing mental health stigma requires more than simply raising awareness.

"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," she said, adding that the partnership aims to bring these conversations to more Singaporeans.

Meanwhile, Lina Marican, regional managing director at Mutant, said people's experiences of and conversations around mental wellness can differ considerably across families, generations, communities and workplaces.

"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," said Marican.

She added that the agency hopes its work with BTL can make conversations about mental health more accessible, encourage earlier help-seeking behaviour and advance the social inclusion of people with mental health conditions.

The BTL mandate follows another Singapore account win for Mutant earlier this year. In June, Klook Singapore appointed the agency as its communications partner following a multi-agency pitch.

Under the partnership, Mutant was tasked with supporting Klook's efforts to strengthen its position as a trusted travel authority, with a focus on travel experiences, insights and emerging trends across Asia Pacific. The agency was selected for its audience conversion-led approach, as well as its ability to engage Gen Z travellers and improve brand discoverability as consumers increasingly turn to AI platforms, social media, creators and online communities for travel planning.

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