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Mutant has been appointed public relations partner for Beyond the Label (BTL), a nationwide movement in Singapore addressing stigma and advocating for the social inclusion of persons with mental health conditions.
Under the remit, the agency will provide strategic communications counsel and lead earned media relations for BTL and its multiple workgroups, spanning carers, children and youth, seniors and workplace.
Mutant will also develop public relations strategies for BTL’s public education campaigns and initiatives, support issues and crisis communications where required, and help strengthen the movement's visibility and reputation in Singapore.
Andrea Chan, BTL Representative and Group Head of TOUCH Counselling & Psychological Services, remarked: "Addressing mental health stigma requires more than 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.
"We look forward to working with Mutant to bring these conversations to more Singaporeans and strengthen understanding of the role everyone can play in building a more inclusive society."
Regional Managing Director at Mutant, Lina Marican, added: “Mental wellness touches every part of our lives, but the way people experience and talk about it 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. We are proud to support BTL in making conversations about mental health more accessible, encouraging earlier help-seeking behaviour and advancing the social inclusion of persons with mental health conditions.”
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