McDonald’s Singapore rallies youth to embrace self-love and resilience

On World Mental Health Day (October 10), McDonald’s Singapore launched its new mental wellness initiative for youths, fittingly titled 'Lovin' Me.' The campaign aims to support the emotional well-being of young people in Singapore by promoting self-love, resilience, and mental health awareness. 

At the center of the campaign is an original song, Lovin' Me, designed to encourage young people to embrace their individuality. Performed by local artists Haneri (Daphne Khoo), WHYLUCAS (Lucas Yong), and LAYYI (Esther Lo), the song highlights themes of self-acceptance and emotional resilience, and is accompanied by a music video (available on YouTube) which visually reinforces these themes.

The campaign also includes a 'Lovin' Me' Conversations podcast series, set to launch in November, where host Haneri will engage mental health advocates and experts in discussions about key issues affecting today’s youth. The series aims to normalise conversations around mental health and provide practical insights.

Additionally, McDonald’s has introduced the 'Lovin' Me' Playbook, a mental wellness toolkit that offers resources and self-care tips for youths, and a set of sticker sheets with uplifting illustrations and lyrics from the anthem, available as digital downloads.

This campaign builds on last year’s 'Feelings Cards' which helped children articulate their emotions. This year, McDonald’s Singapore has expanded its focus to teens and young adults, recognising the growing mental health challenges faced by this demographic. Insights from youth focus groups and Republic Polytechnic's 'The Media Challenge 2024' helped shape the campaign, ensuring it resonates authentically with its target audience.

Benjamin Boh, managing director of McDonald’s Singapore, commented on the initiative, saying, "With ‘Lovin' Me’ we want to create a safe space where youth feel seen, heard, and uplifted. We hope to inspire a community that prioritises mental well-being and empowers youth to embrace who they are."

The launch of this campaign comes as mental health concerns rise among Singapore’s youth. According to a recent study by the Institute of Mental Health (IMH), nearly one in three young people aged 15 to 35 have experienced severe symptoms of depression, anxiety, or stress. The IMH’s findings, which highlight the prevalence of mental health issues, also revealed that excessive social media use, body shape concerns, and cyberbullying are significant factors contributing to these challenges. This underscores the need for initiatives like 'Lovin' Me' to foster resilience and encourage youths to seek support.

The ‘Lovin’ Me’ campaign will run throughout October, rolled out across various platforms, including digital, social media, and influencer channels, with Golin producing and leading the integrated efforts.

Campaign's take: Campaigns that launch around days like World Mental Health Day often face backlash, with critics claiming we should focus on these causes year-round. While that’s not entirely wrong, the beauty of such days lies in their ability to spark awareness and create a dedicated space for these vital conversations.

McDonald’s leverages this perfectly with the 'Lovin' Me' campaign. The whole thing feels young, as if it’s truly made for and by the youth who live and breathe the struggles reflected in the lyrics. The harmony of voices, contrasted by black tones with bursts of yellow (for that little McDonald's feel), and the eventual transition into colour, make for a visually captivating film. The music draws you in, and the portrayal of rain and being trapped in darkness hits home for anyone who’s wrestled with self-doubt or depression. This is where brand campaigns that step away from overt brand messages really shine. It’s a clever twist on the classic on the tagline, staying authentic to McDonald’s while feeling fresh. And with the companion podcast and microsite filled with resources to support friends through mental health challenges, it’s safe to say—we’re loving it.