Lovin' Me

Client: McDonald's Singapore

The mental health crisis among young people in Singapore has escalated – exponentially compounded by relentless pressures such as excessive social media use, unattainable body image standards and the pervasive threat of cyberbullying.

With insights from local tertiary institution Republic Polytechnic, we created a campaign for youth by youth: understanding that having access to the right tools made all the difference. Young people who were less likely to experience mental health issues had higher levels of resilience, perceived social support, and greater self-esteem. Our mission was clear – to create a safe space for youth to feel seen, heard, and uplifted, and to provide tools that empower them to embrace who they are. We turned the spotlight inward to champion self-love by reimagining McDonald’s iconic tagline “I’m Lovin’ it” as “Lovin’ Me” for this campaign. On World Mental Health Day, we launched 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 – amassing over 95k views. 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. The ‘Lovin’ Me’ podcast deep-dived into critical topics, while the ‘Lovin’ Me Playbook was accused 17k times in the first 100 days.