- Launching on World Mental Health Day, McDonald’s Singapore unveils ‘Lovin’ Me’ campaign, centred on youths’ emotional well-being.
- Initiative sees the rollout of original anthem ‘Lovin’ Me’ – a rallying cry for young people to embrace and love their unique selves – accompanied by a ‘Lovin’ Me’ Conversations podcast series, ‘Lovin’ Me’ Playbook and uplifting illustrations and lyrics sticker sheets.
- The work builds on the success of last year’s “Feelings Cards,” which helped younger children, and their parents articulate their emotions.
- Integrated campaign produced and led by Golin runs across digital, social, earned and influencers.
WATCH ‘LOVIN’ ME’ ORIGINAL MUSIC VIDEO HERE.
DOWNLOAD STICKER SHEET VISUALS HERE.
SINGAPORE, 10 OCTOBER 2024 — In recognition of World Mental Health Day (Oct 10), 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.
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[1].
“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.
Shouvik Prasanna Mukherjee, EVP Global Creative Innovation and Chief Creative Officer, APAC, Golin said: “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.”
‘Lovin’ Me’ Anthem – A Celebration of Self-Love
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.
‘Lovin’ Me’ Conversations – Normalising Mental Health Talk
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.
‘Lovin’ Me’ Playbook – A Mental Wellness Toolkit
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.
‘Lovin’ Me’ Reminders – Small Reminders, Big Impact
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.
A Campaign for Youth, by Youth
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[2].
“As youth, we’re constantly juggling academic and career pressures, often at the expense of our mental and physical health. McDonald’s ‘Lovin’ Me’ campaign is a powerful reminder that self-love isn’t just essential – it’s the first step to building mental resilience,” said How Jing Yi, a Republic Polytechnic student and focus group participant.
McDonald’s Singapore invites everyone to join the ‘Lovin’ Me’ movement. Watch the ‘Lovin’ Me’ music video on YouTube, download the ‘Lovin’ Me’ sticker sheets, explore the ‘Lovin’ Me Playbook, and tune into the upcoming ‘Lovin’ Me’ podcast series to keep the conversation going.
For more information on McDonald’s ‘Lovin’ Me’ campaign, visit
https://www.mcdonalds.com.sg/youth-mental-wellness
[2] Adapted from pitch slides by Team RGS, students from Raffles Girls’ School, winners of The Media
Challenge 2024 organised by Republic Polytechnic’s Diploma in Mass Communication.
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For media queries, please contact:
Golin, on behalf of McDonald’s Singapore – mcd@golin.com
| Derek Chu
Associate Account Manager Mobile: +65 9431 6392 Email: dchu@golin.com |
Dinie Roslan
Senior Associate Mobile: +65 9126 4649 Email: droslan@golin.com |
About McDonald’s Restaurants
In Singapore, McDonald’s has an islandwide network of over 150 restaurants including 19 Drive-Thrus, 20 dessert kiosks and 44 McCafé outlets. McDonald’s is the first in the industry to offer super-convenience with McDelivery® 24/7 (online ordering available at www.mcdelivery.com.sg), 24 hours’ Drive-Thru, 24 hours dining at a majority of restaurants daily or on weekends (Fridays, Saturdays and eve of Public Holidays) and Breakfast from 4am. McDonald’s employs more than 11,000 people in Singapore and serves more than 6 million customers every month.
In 2024, McDonald’s was conferred the ‘Champion of Good’ award by the National Volunteer & Philanthropy Centre (NVPC), in recognition of its positive impact across People, Community, Governance and Environment dimensions in Singapore.
Over the decades, McDonald’s has received multiple company awards including: 2023 and 2019 SkillsFuture Employer Awards; 2007 Aon Hewitt Best Employer award (Singapore), 2009 (Singapore & Asia), 2011 (Singapore & Asia) and 2015 (Singapore); as well as the inaugural 2008 Service Excellence award. McDonald’s Singapore also won Best Mature and Re-employment Practices and Best Recruitment Strategies at the HRM Awards 2014 and Best Talent Acquisition Strategies at the HRM Awards 2017.
As an advocate for a greener planet, McDonald’s was also the first in the industry to achieve the Platinum Green Mark award for its restaurants at Jurong Central Park and Yishun SAFRA, and has had seventeen “Green Mark for Restaurants” certifications by the Building & Construction Authority of Singapore.
For further information on McDonald’s Singapore, please log on to www.mcdonalds.com.sg.
