Beyond the Label (BTL) is encouraging Singaporeans to take small, practical steps towards mental wellness through a five-part digital series exploring how everyday actions can help people care for themselves and support those around them
Titled “The BTL mini-series”, the campaign is hosted by local radio DJ Joakim Gomez and will premiere on YouTube daily at 7.30pm from 28 October to 1 November. Each episode runs for about 20 minutes and explores one of the five senses through conversations and experiences involving different community groups, including parents and caregivers, working adults and students
Under this year’s theme, “Mental wellness begins with all of us”, the series introduces viewers to the idea of taking a “half step” towards mental wellness, focusing on manageable actions rather than major lifestyle changes. These include taking a few slow breaths, checking in on someone, spending time on a hands-on activity, paying closer attention to one’s surroundings and using music to pause and reconnect.
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The episodes will also feature guided activities and personal experiences to make the topic more accessible. Full episodes will be available on YouTube and the BTL microsite, while shorter content will be shared across the movement’s social media channels
The digital series follows the decision to cancel the physical BTL Fest 2026 due to the ongoing haze situation. The campaign’s online format allows the movement to continue sharing its mental wellness messages beyond a physical event
The series forms part of BTL 3.0, which shifts the movement’s focus from raising awareness of mental health conditions to equipping individuals and communities with practical skills to support mental wellness and social inclusion
Its wider initiatives will target different groups, including seniors, caregivers, children and youths. These include activities such as art and music to improve mental health literacy among seniors, as well as training to help caregivers recognise early signs of distress and develop communication skills
BTL’s Well-Being Circles will also introduce SibsUnite, an initiative supporting siblings of individuals with special needs. Separately, the movement is engaging student groups interested in developing youth-focused mental health campaigns, including those addressing hikikomori, or social withdrawal
BTL’s financial year 2025 evaluation survey, completed by 2,087 people who participated in one or more of its programmes, found that awareness of mental health support and reness to hire persons with mental health conditions also rose from 42.3% to 69.5%
However, the survey found that positive attitudes towards persons with mental health conditions fell from 68.6% to 64.3%, while willingness to seek professional or non-professional help declined from 87.7% to 83.7%
During FY2025, the BTL Collective conducted more than 116 engagements across schools, workplaces and communities, reaching over 67,603 people
Launched in 2018 by the National Council of Social Service, BTL is a nationwide movement addressing mental health stigma and promoting the social inclusion of persons with mental health conditions. It is co-led by NCSS and TOUCH Community Services
In September, BTL appointed Mutant as its public relations partner from July 2026 to March 2027, tasking the agency with strategic communications counsel and earned media relations across its workgroups covering carers, children and youths, seniors, and workplaces
The remit also includes developing PR strategies for public education campaigns, providing issues and crisis communications support when required, and strengthening the movement’s visibility and reputation in Singapore
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