- …
- …
The Honest Cookie
9 out of 10 Singaporeans experience pandemic anxiety. But not all are speaking up. So my Art Director Zack and I launched The Honest Cookie with Samaritans of Singapore — to break the silence around mental health on World Suicide Prevention Day 2021.
Inside each Honest Cookie is a question (written in 4 languages) that opens us up. Our goal is to inspire Singaporeans to show up for one another in daily conversations, and be honest about how we are truly feeling.
Break a cookie. Break the silence. We hope the 50,000 cookies we've baked will inspire 50,000 honest conversations!
The Asian Parent | Her World | Campaign Brief Asia | Campaign Spotlight |
✨Content Series 🥠✨
To test the power of The Honest Cookie, we invited everyday Singaporeans to "break a cookie" with someone else and launched a content series called "Honest Cookie Conversations".
When Strangers Open Up With Honest Cookies
How different would our lives be, if we injected more honesty between the lines? Watch how the Honest Cookie allows Lavanya and Sze Yi to open up, so they can show up for one another in daily conversations even as strangers.
Honest Cookie Count: 🥠🥠🥠 🥠🥠
When Tough Cookies Meet Honest Cookies
How different would our lives be, if we injected more honesty between the lines? Watch how the Honest Cookie allows Jean and Audrey to open up, so they can show up for one another in daily conversations as long-time friends.
Honest Cookie Count: 🥠🥠🥠 🥠🥠🥠
When Manly Men Share Honest Cookies
How different would our lives be, if we injected more honesty between the lines? Watch how the Honest Cookie allows Keith and Zachary to open up, so they can show up for one another in daily conversations as long-time bros.
Honest Cookie Count: 🥠🥠🥠 🥠🥠🥠 🥠
Social Assets
Supporting the island-wide launch of The Honest Cookie.
Case Study
Awards
Bronze, Gong 2022 — (Gong for Good)
Client
Samaritans of Singapore (SOS)
Agency • TBWA\Singapore (2021)
Copywriter + Editor: Jeng | Art Director: Zachary Desker
Executive Creative Director: Andy Grant | Creative Director: Asheen Naidu | Brand Director: Melanie Keppler | Brand Manager: Irish Vada Florentino | Associate Project Director: Nash Tan | Strategy Director: Belynda Sim | Strategist & Content Production Management: Lisa Oon | Regional Marketing Associate: Jin Wong | Senior Producer: Mona Chua | Producer: Una Yoon | sixtoes.tv | EG+ | Abundant Productions (Directed by Rix Zhuo; Edited by Huey)| Fuse Adventures In Audio
Shout-out to my kickass freelance copywriter Ling-Hwei Liew who did hours and hours of transcribing, and supported the final leg of our launch marathon with amazing verve. Thank you for loving the Honest Cookie as much as we do. Shout-out to Yvonne Chong, our Head of Creative Services. Shout-out to Roza, Nadiah, Raphael, Nandhini and Lavanya for translating and transcreating the inside of every cookie with me.
