McDonald’s SG releases song, new initiatives for youth mental wellness

In recognition of World Mental Health Day on 10 October, McDonald’s Singapore today announced the launch of its new youth mental wellness initiative, ‘Lovin’ Me,’ a comprehensive campaign designed to support the emotional well-being of young Singaporeans.

As youth mental health concerns continue to rise in Singapore, ‘Lovin’ Me’ aims to foster self-love, build resilience, and provide access to mental health resources to empower the youth. 

Don't miss: McDonald's SG snags marketer of the year crown at the Marketing Excellence Awards 2024

The integrated campaign produced and led by Golin, follows a recent study from the Institute of Mental Health (IMH) revealing that one in three young people aged between 15 and 35 years in Singapore have experienced severe symptoms of depression, anxiety and/or stress.

At the heart of the campaign is the ‘Lovin’ Me’ anthem, an original song and music video that captures the emotional journey of youth.

With lyrics centred on self-love, resilience and acceptance, the anthem serves as a powerful rallying cry for young people to embrace and love their unique selves.

The track, led by local singer-songwriter Haneri (Daphne Khoo) and featuring rising youth talents WHYLUCAS (Lucas Yong) and LAYYI (Esther Lo), is an embodiment of the campaign’s message of empowerment, affirming that it’s okay to not be okay.

To encourage open dialogue about mental health, McDonald’s will also launch the ‘Lovin’ Me’ Conversations podcast series this November, hosted by Haneri.

Featuring mental health advocates and experts, the series will discuss key issues impacting youth today, providing actionable insights and helping normalise these crucial conversations.

Understanding that everyone’s mental wellness journey is unique, the ‘Lovin’ Me’ playbook offers a tailored toolkit for young people, providing everything from a curated selection of mental health resources to shareable messages to spread awareness.

The playbook is a one-stop digital guide designed to meet youth wherever they are on their mental wellness journey, equipping them with the tools they need for self-care or supporting a friend in need.

To keep the spirit of self-love alive in everyday moments, McDonald’s is introducing ‘Lovin’ Me’ reminders featuring uplifting illustrations and lyrics from the anthem. Sticker sheets will be available as digital downloads, for both laptops and mobile devices, serving as simple yet impactful reminders for youth to practise self-love, whether at home, in school, or on the go.

Building on the success of last year’s “Feelings Cards,” which helped younger children articulate their emotions, this initiative now extends its focus to teens and young adults, acknowledging the mental health challenges faced by youths today.

Authenticity lies at the heart of the ‘Lovin’ Me’ campaign, which has been shaped by insights gathered from youth focus groups. The concept emerged during ‘The Media Challenge 2024’, an annual inter-student competition organised by Republic Polytechnic’s School of Business and the Diploma in Mass Communication.

The competition brought together participants from various secondary schools to tackle a brief centred on promoting youth mental wellness in Singapore, it said in a statement. 

“At McDonald’s, we believe in supporting the communities we serve, and that includes our youth who are at the heart of Singapore’s future. 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 while seeking the emotional support they need,” said Benjamin Boh, managing director of McDonald’s Singapore.

“I have hope that our efforts will fuel conversations that empower them to share their stories and, more importantly, spark dialogues that create real change,” added Shouvik Prasanna Mukherjee, EVP global creative innovation and chief creative officer, APAC, Golin.

Related articles:
McDonald's X Crocs collab lands in HK to surprise Gen Alpha
McDonald's names new regional CMO for its Asia business unit
Bask Bear Coffee's bold OOH ad challenging McDonald's sees tepid reception