IMH gives a voice to struggles that often go unseen

The Institute of Mental Health (IMH) is encouraging people to seek mental health support through a new campaign for national mindline 1771, using an original song and film to highlight struggles that often go unseen.

Titled "More than a number", the campaign features a three-minute film depicting experiences such as overthinking, persistent tiredness and emotional pain. An original song, "Call 1771", accompanies the film, giving a voice to feelings that people may find difficult to express.

The campaign was developed by Tilt Singapore, with Jouska AI, the production house owned by Bollywood film director Shakun Batra, handling production. Havas Singapore managed media planning and buying.

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The campaign spans digital, social and out-of-home channels, including YouTube, Meta, TikTok, in-game programmatic placements, bus wraps and animated outdoor advertisements. The first bus wraps went live on 8 October, with further placements running for four weeks from 12 October across heartland and city areas.

The film will go live on digital platforms on 28 October, while a second campaign burst is planned for January 2027.

"Music has always been one of the ways people cope, so we used a song to say what people often can't say themselves. It is the emotional anchor of this film, and the characters on screen are there so you might recognise a little of yourself in one of them. That moment of recognition is what we hope moves someone to reach out," says Karn Singh, Group Creative Director, Tilt.

The campaign comes as IMH prepares for a major transformation. The institution will be renamed the National Centre for Mental Health Singapore in 2027 and redeveloped into a larger, more modern hospital at its existing Buangkok site, with completion expected by 2040.

Announced by health minister Ong Ye Kung on 10 October, the changes form part of a broader shift towards earlier intervention and community-based mental healthcare. The renamed centre will lead mental health research, coordinate psychiatric care across hospitals and strengthen capabilities across the sector, while other hospitals build up their psychiatric services.

Meanwhile, national mindline 1771 has been handling around 9,000 calls for help each month, as the number of youths receiving mental health support in the community has more than doubled, Ong said.

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